The purpose of this campaign is to encourage social change without directly telling someone to stop the behavior. It teaches people that parents should not be so quick to jump at others who slip up and curse in front of their children. Through research it was found that 66% of children learn to curse from their mothers. The child is greatly influenced by the way a mother deals with her anger. What a better place to target mothers than a grocery store.The design functions to inform the mother that their actions may contribute to the foul language of their child. It then provides mothers with alternatives to curse words taking on the role of a thesaurus.