Awareness Initiative + Online Content
How do you say "Motherfuc**r" in your mother tongue?
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. 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 launched MindYourWord, an initiative to generate awareness of the underlying biases that are incorporated and ingrained in our daily lives. 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 accepted' behavior.
Copywriter: Daniela Valera, Harshmeet Kohli
Art Directors: Larissa Vaz, Harshmeet Kohli