As  schools prepare for the fall semester amid the COVID-19 pandemic, a group of Boston University students have created a new initiative to promote safety on campus. At the forefront of their campaign is the expletive slogan “F*CK IT WON’T CUT IT.”

Josh Gerben discovered the new phrase after the university filed a trademark application for it on August 6, 2020. The Boston Globe featured his tweet that first reported the slogan and his take on filing: “interesting choice for a public service announcement.”

Source: Annear, Steve. “Here’s why Boston University had the f-bomb in a trademark application for a COVID-19 campus initiative.” 11 August 2020.