Fight the FOMU
Fear of Mucking Up 

You’ve heard of FOMO, but what about FOMU? Our campaign for British Paints calls on first-time painters to fight the FOMU (‘Fear of Mucking Up’) and just get started.

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FOMU is the quiver in your hand as you put roller to wall. The indecision in the face of a thousand colour swatches. The all-consuming thought that if something can go wrong with a painting job, it probably will. The campaign aims to inspire confidence in the inexperienced painter to help them get it right first time.