Not Sorry

Making Progress by Breaking Habits

The Challenge

How do we introduce a solution to a problem most people don’t realize exists?

The Insight

When it comes to breaking bad habits, avoiding loss is a powerful motivator.

The Solution

Introducing the “Sorry Jar.” Just as swear jars are meant to help foul mouths clean up their act, we created the Sorry Jar to help women break the habit of saying “sorry” unnecessarily. A grassroots #NotSorry campaign consisting of the hashtag and jar, as well as downloadable jar labels, wallpapers and a poster made it easy for workplaces to replicate and deploy their own Sorry Jars.
Paying money into jar was a simple interaction that eventually evolved into a symbol: a reminder to say “sorry” less impulsively and more intentionally.

The Results


organic social engagements in the first week