Boston University Uses F-Bomb In Marketing Slogan To Get Students To Follow COVID-19 Guidelines On Campus

Boston Magazine, BU’s COVID-Era Message to Students This Year: “F*ck It Won’t Cut It”:

Unless things change in the next few short weeks, thousands of potentially COVID-infected undergrads are headed to Boston this fall. You can plan all you want for that reality—and the city’s colleges have tried, setting up rigorous testing plans, dramatically scaling back in-person instruction, and building isolation chambers in mobile homes just in case. But ultimately a lot of the responsibility for stopping the spread of the virus will fall on the college students themselves. And the very last thing we want at a time like this is for any of those students to have a blasé attitude about it.

So a new student-led campaign at Boston University, which has the support of higher-ups at the school, aims to banish an all-too-common phrase from fun-loving students’ vocabulary: “f*ck it.”

This semester, students will be bombarded with PSAs declaring, in atypically vulgar fashion: “F*ck It Won’t Cut It.”

• Boston Business Journal, BU Students Launch Provocative Campaign to Promote Covid Safety
• Boston.com, Boston University Adopts Profane Slogan to Get Students to Follow COVID-19 Guidelines
• BU Today, BU Students Say “F*ck It Won’t Cut It” When It Comes to COVID-19 Safety
• WCVB, Boston University Drops F-bomb to Encourage Safe Behavior on Campus During Pandemic