Boston University needed its students to hear the message loud and clear: Wear. Your. Mask. Keep. Your. Distance. But would students be more likely to take that seriously if it was ordered down by Silber Way bureaucrats, or firmly recommended by their own peers, classmates, and friends? A team of nine students in the College of Communication’s AdLab and PRLab were asked to come up with a catchy coronavirus public health campaign that BU students would get, share, and, most importantly, follow. And that’s how “F*ck It Won’t Cut It” was born.