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I think that you need to drive the site. It seems like you are letting others run the site through the forums. Why not have some content on the site in addition to the forums. This way you can drive a positive message or any other message that you want. It will be more work for you but it should be worth it. You could probably even get some of the guys here that posted to write some articles.
As far as the cussing goes, PHPBB has a censored words list that you can use or add to.
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