"Shame campaigns backfire by creating proud identities A Boston temperance advocate sponsored a national contest in 1924 to coin a shaming word for Prohibition law-breakers, offering $200 for a two-syllable, S-starting term; the winning word was 'scofflaw,' intended to humiliate drinkers into compliance. Instead, within one week bartenders at Harry's Bar in Paris had satirized the effort by inventing the Scofflaw cocktail, essentially turning the insult into a badge of honor. The guide notes the word is now used affectionately for minor rule-breaking like jaywalking, the opposite of the intended effect. Any campaign that relies on public shaming to change behavior risks creating an identity that people adopt with pride rather than abandon in shame. Source: Tour Guide (unnamed), Prohibition History Lecture, Temperance and Prohibition Tour Presentation"