Awareness Initiative + Online Content
How do you say "Motherfuc**r" in your mother tongue?
We realized that while picking up a new language, we often get curious about learning colloquial insults or curse words. Hokkien or Spanish, we noticed that most of these colloquial insults refer to women or female genitalia. If we want to hurt a woman, we call her out by being easy or cheap, always measuring her value towards men. When we curse at men, we always attack their manhood by calling them a "pussy" or a "motherfucker", never a "fatherfucker".
That's why we created MindYourWord, an initiative to generate awareness of the underlying biases that are incorporated and ingrained in our daily lives, in every single culture around the word, without us even noticing.
We crafted a different kind of video tutorial, with cursing examples from all over the world. The variety of insults we faced was so broad we invited people to contribute their own on www.mindyourword.sg to help us make this point. We turned the masthead of the website into a live form that allowed people to submit insults from their language for this cause. Paired with a live counter that updated with every insult submitted - helping us crowdsource insults from around the world to stir conversation about this socially acceptable behavior.
Copywriter: Daniela Valera, Harshmeet Kohli
Art Directors: Larissa Vaz, Harshmeet Kohli