Since Gillette has 70% of the wet shaving market, any increase in shaving behaviour would benefit them more than competitors. We recommended a completely unbranded website to increase effectiveness and viral pass-along.Research revealed the majority of women think kissing unshaven men is uncomfortable. Our idea was to shock men into shaving by creating a group of sexy women so frustrated with unshaven men that they started their own protest movement. 'NoScruf' women vowed to stop shaving until men get the message and shave regularly. We created a “public service” website, to help spread the protesters message.