This document proposes a campaign to promote friendship between American and Chinese students by developing a shared language combining slang terms from both cultures. It would use an interactive app and social media to get students collecting words, earning points, and connecting with one another. The goal is to help students overcome barriers like stereotypes, language differences, and the fear of initiating cross-cultural communication by making intercultural interaction fun and rewarding.

1. …

2. Brief:
Get: fellow university student peers.
To: take the first step in relationships
with peers from the other side of the world.
By: opening their minds to new perspectives.

3. 摘要：
受众: ⼤大学⽣生群体。
⺫⽬目的: 迈出与世界另⼀一端同龄⼈人沟通的第⼀一步。
⽅方式: 启发新的思维⽅方式，拓宽眼界。

4. Why aren’t there more friendships
between American and Chinese students?
为什么中美学⽣生之间没有更进⼀一步的交流？

5. Negative stereotypes
Fear of taking the first step
Lack of cultural knowledge
Language barrier
Insight:

6. 负⾯面的刻板印象
不敢迈出第⼀一步
尴尬的冷场
语⾔言障碍
出发点:

7. To seek out and celebrate differences,
students must overcome ignorance and racism.
为了更好的体验差异带来的乐趣，
学⽣生们必须克服对彼此的不了解和偏⻅见。

8. A single ad campaign can’t solve racism.
单单⼀一个⼲⼴广告提案并不可以从根本上解决偏⻅见。

9. But it can help students overcome their fear and
take the first step toward communicating.
但它可以帮助学⽣生们克服恐惧，
并轻松地迈出沟通的第⼀一步。

10. Make students want to talk to each other
+
Help them do it
让学⽣生们想要交流
+
帮助他们去实现
Strategy:

11. Make students want to talk to each other
+
Help them do it
让学⽣生们想要交流
+
帮助他们去实现
Strategy:

12. What do Chinese college students have in
common with American college students?
中国学⽣生和美国学⽣生之间有什么相似之处？

13. What if we combined American and Chinese
slang terms into a brand new language?
如果我们把美国和中国当下的流⾏行语
结合成⼀一种全新的语⾔言呢？

14. To get students talking to students.
让学⽣生开始与彼此说话。

15. WTF
TWEAKED
THOT
BYE FELICIA 直男癌
RATCHET
IDFC 累觉不爱
GTFO
HELLA
IDFK
萌萌哒
绿茶婊
⼩小鲜⾁肉
城会玩

17. fook
TM

18. fook
My teacher never taught me this.
⽼老师怎么不教这些
TM

19. fook
My teacher never taught me this.
⽼老师怎么不教这些
TM

21. The app caters to the interests of
two very different groups of students.
这个应⽤用程序是为了激发这两个截然不同群体的兴趣。

22. Interactive posters call students to action with
collectable words and points.
互动性的海报让学⽣生主动收集新词并得到奖励分数。

23. ““ D

31. Collect.
Earn.
Connect.
收集。
收获。
联结。

32. But we didn’t stop there…
但是我们想要的不仅如此....

33. We asked students,
“How far would you go for a free beer?”
我们问过学⽣生们，
“你愿意付出什么⽽而获得⼀一杯免费的啤酒？”

43. This wouldn’t be a campaign directed at
college students if we failed to include social media.
学⽣生们不只是在坐出租⻋车时感到⽆无聊，
他们每三分钟就会开始⽆无聊 。

44. Connect Fook to Facebook and
see who else is scanning.
⽤用Facebook登陆Fook，
就可以匹配到同⼀一时段使⽤用该功能的⽤用户

45. Enhance a snapchat selfie with Fook filters.
Fook滤镜让Snapchat变得更有意思。

48. Follow us on Tumblr:
msufook.tumblr.com
关注我们的Tumblr：
msufook.tumblr.com

51. fook

55. Fook understands students.
Fook懂得学⽣生想要什么。

56. And faster than you can refresh your Instagram feed,
students will understand students.
⽐比你刷新Instagram的速度还要快，
学⽣生们将会互相理解。