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It’s prime time for the Special Olympics to launch a new campaign, considering that even the President of our country is knocking the mentally challenged in front of millions of Americans on live TV. Needless to say, the issue is widespread.
According to CNN.com, March 31 is being billed a “national day of awareness,” a call to Americans to recognize and rethink their use of the word “retard,” or as the organization would prefer, the “R-word.” “Most people don’t think of this word as hate speech, but that’s exactly what it feels like to millions of people with intellectual disabilities, their families and friends,” a statement about the campaign reads. “This word is just as cruel and offensive as any other slur.”
The work BBDO, NY has developed for the campaign is extremely powerful, and has us seriously considering wiping the word from our vocabulary and replacing it with imbecile, cretin, moron, half-wit and simpleton—as we see fit.