In the fall of 2020, BU resumed in-person classes. But, they needed to get college kids to follow COVID-19 rules. So they hired a few ad students to find a way to motivate their peers.

Aside from Gen Zs being low-risk, we knew that students tend to cut themselves slack for irresponsible behavior. They needed to realize that saying “f*ck it” to COVID-19 protocols could send us all home.

So, we created F*ck It Won’t Cut It, a student-run campaign — 100% backed by BU. As students talking to students, we covered safety tips across all topics, even the taboo ones.

The result? With some of the lowest COVID-19 cases, we became the model campaign for college campuses. Even the CDC noticed us. And, I got to yell “f*!@” on live TV.