no quotes at all

project.config

diff --git a/project.config b/project.config
index 241b79f..a162a80 100644
--- a/project.config
+++ b/project.config
@@ -81,7 +81,7 @@
 [notify "codereviews"]
 	email = golang-codereviews@googlegroups.com
 	header = cc
-	filter = -project:scratch -message:\"do not review\"
+	filter = -project:scratch -message:do-not-review
 [notify "checkins"]
 	email = golang-checkins@googlegroups.com
 	header = to