The Story behind F*ck It Won’t Cut It
Two of the creators responsible for the provocative public health campaign on how it came together
When F*ck It Won’t Cut It, the public health campaign for BU students by BU students aimed at keeping the University community safe from COVID-19, rolled out in August, it garnered lots of attention from news outlets across the country eager to find out how the provocatively named campaign was designed and whether it could break through the barrage of so much standard safety messaging. The ambitious project was the brainchild of members of the College of Communication AdLab and PR Lab.
Students want a message from students that covers the taboo subjects, like sex and alcohol, and all of the things that we usually think about when we think of college, and we need to talk about them with COVID-19.
In this video, two of the campaign’s creators—Hannah Schweitzer (COM’21) and Hailey McKee (COM’21)—talk about how the project came together, the willingness of the students behind it to tackle sensitive subjects like sex in the age of a pandemic, and what the reaction has been from students.