The Anti R-Word Campaign


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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, 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.

Via Adpunch, Thanks Brad


  1. Joe Mease March 27, 2009

    Very powerful stuff. Well

    Very powerful stuff. Well done.

  2. Paul Suggett

    Paul Suggett March 27, 2009

    Excellent. Powerful

    Excellent. Powerful headlines, great design and it makes me think. Very nicely done.

  3. Rick Tillery March 27, 2009

    holy crap. Shocking, but very

    holy crap. Shocking, but very effective.

  4. nick March 27, 2009

    damn. those hit you like a

    damn. those hit you like a 2×4 across the face. well done

  5. Jordan March 27, 2009

    Nice, sophisticated,

    Nice, sophisticated, forward-thinking message, with juuuuuuuust a touch of punch to the nuts.

  6. Dan March 27, 2009

    Really great work. But one

    Really great work. But one small annoyance…does anyone else think the first picture looks like that alien autopsy video?

  7. william robinson March 31, 2009

    my brother is szichophrenic

    my brother is szichophrenic and it doesn’t bother me at all when people say “that person is crazy”. lighten up

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