FATTY, FAGGOT, FREAK … WE DON’T THINK SO.
HOW ABOUT FRIEND.
The New F Word is a grass roots photo campaign and documentary film that aims to encourage the use of the word FRIEND to project inner strength and confidence. The concept by FM was taken to a whole new level when Bianca Kosoy, famed branding creative genius, helped shape the campaign by giving it the edginess for which she is known. Add celebrity photographer and co-creator Ryan Forbes to the mix, and you have quite the creative team; bullying beware.