Big Dipper almost directly overhead, upside down from my familiar view. Mary was calling for the cat, who quickly ran to the door. I stepped back and startled Narda, who did not expect anyone to be outside.- Project SCUM (Wikipedia)
Project SCUM was a plan proposed in 1995 by R. J. Reynolds Tobacco Company (RJR) to sell cigarettes to members of the “alternative lifestyle” areas of San Francisco, in particular the large number of gay people in the Castro and homeless people in the Tenderloin. The acronym “SCUM” officially stood for “subculture urban marketing”. Perhaps recognizing the offensive nature of its label, the marketing plan was later renamed Project Sourdough.