When Bremerton High School (BHS) established a new school motto--"Respect, Responsibility and Safety...is the Knight Way!"--as a fashion marketing teacher, the author saw an opportunity to develop a learning opportunity for her advanced fashion marketing students. Her 2005-2006 class agreed to create and market a T-shirt to raise awareness of the new motto, and she allocated $300 of her budget to finance the project. In this article, the author describes how her students successfully took the new school motto to a new level and created a campaign to help students stop swearing. Daring not to swear is not only creating a culture of responsibility and respect at BHS, it is also helping students become more conscious of how they conduct themselves and preparing them for the real world of work.