F*ck It Won’t Cut It

Objective: We need to get individuals - smart, independent-minded, socially active students who by virtue of their age are not in a high COVID-19 risk category - to modify their behavior in ways that are consistent with best public health practices.

Insight: Gen Z-ers often cut themselves slack for breaking the small rules (before & during COVID).

Idea: Let's call students out on their bullish*t and remind them that saying "f*ck it" to the small rules can lead to big consequences.