objectice: Every year Crossword, India’s largest chain of bookstores, hosts a Summer Fest giving platform for authors and readers to interact where they discuss a variety of subjects from Indian authors to India's Nuclear Programme to Child Sexual Abuse. Most youngsters use profanity casually, without actually understanding how they can affect people. Crossword used the Summer Fest as a platform to spread the word among the youth against using of foul language.
concept implementation:Youngsters use swear words casually, without realizing their effect on people around them. How do you convince them to stop using foul language, without preaching We decided to spread our message by using something young people mouth everyday – Chewing Gums. We manufactured special gum strips with cuss words punched into them. During the Summer Fest we distributed strips of these gum outside schools, colleges, discotheques, and other places. Youngsters who would otherwise swallow no advice, became active participants in this fun campaign to cut out swear words.
result: Kids found it amusing at first , there was a certain kind of shock value amongst parents towards profane words printed on gum strips . however teenagers and kids alike found it hip and cool to be associated with chewing