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R-word, 1

Campaign
Agency Network: 
Published/Aired: 
March 2009

Description

Print advertisement created by BBDO, United States for Special Olympics, within the category: Public Interest, NGO.

Advertising Agency: BBDO New York, USA
Chief Creative Officers: David Lubars, Bill Bruce
Creative Director / Art director: James Clunie
Creative Director / Copywriter: Pierre Lipton
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Highest Rated

Anne's picture

Brilliant. Public service ads that are responsible and don’t shout «I wanna win!» are rather rare. Hats off.

Anne
Activity Score 508
Art Director
Guest's picture

Again, Chink & Faggot in a headline, though racist etc. is very funny since everyone knows this is an ad and someone wrote this especially for the ad of course. But maybe some people take advertising more seriously than I do. I love these.

Guest
Guest's picture

I have a child with downs syndrome, and i can tell you that when i hear somebody say the word "retard" it breaks my heart. It's a terrible word, and i think these ads put the word in an appropriate light. this is brilliant work.

Guest
Guest's picture

stupid retards

Guest
Guest's picture

uncalled for

Guest
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nice guy.

Guest
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you stupid annonymous

Guest
Guest's picture

i wish awful things for you mr. 12-year old prick

Guest
picopalqlea's picture

eres un completo IMBECIL... for the anonymous coward guy from the top.....

picopalqlea
Activity Score 999
Guest's picture

Very cool! It's about time someone is speaking up for this cause! I found a website too, http://r-word.org

Guest
Guest's picture

these are beautiful!!!

Guest
Guest's picture

the design is pretty much perfect. i can't think of a single thing i'd have done differently

Guest
Guest's picture

The immature comments on all 3 of these ads are exactly why they are successful. Although you will never get the message to the small-minded people who use it as an excuse to show how ignorant they truly are... These ads will make a difference to the people who have said these words and phrases (self included) without realizing how they may be hurtful to real people. Kudos to the agency responsible.

Guest
Guest's picture

the work is extremely good. and some people on this site are unbelievably mean. really depressing....

Guest
Guest's picture

I am not sure about this one. Unlike the campaign that focuses on people using the expression "that is so gay" pointing out that gay means bad or wrong when used this way (which then adds to the idea that being gay is somehoe wrong or bad), this campaign is trying to equate "retard" to ethnic slurs. Since the word 'retard' itself actually means slow or socially inept, saying something like "I felt retarded" when you do something stupid or akwardly is more or less correct. I know slow and stupid do not exactly equate to each other, but they do relate.

Guest
Guest's picture

it's not about where the phrase originally comes from. it's about what it mens now. and when people say they feel retarded, it definitely refers to mental disability more than the old-fashion meaning of the word. that's why iterations like "fucktard" and "tard" are used too (unfortunately).

Guest
Anne's picture

Brilliant. Public service ads that are responsible and don’t shout «I wanna win!» are rather rare. Hats off.

Anne
Activity Score 508
Art Director
Guest's picture

Very good. Direct, impactful and convincing. Nice art direction too.

Guest
Guest's picture

love these. gold

Guest
nosajm's picture

Insightful and very good. Excellent job!

nosajm
Activity Score 20
Creative Director
Guest's picture

No, wtf is this?

Guest
Guest's picture

I like it!

I unfortunately viewed myself as a "retard" because I am autistic, and thus used it to insult others to make myself feel better as a child. Now I am proud to be autistic, and realize just how great autism and autistic people are. When I was a child I was afraid, as the world is not constructed for autistic people, after all. I was treated badly on behalf of my stim movements, and all other autistic behaviors. Now, as an adult, I continue to display these behaviors. Though I love them! I love being me! AUTISTS WILL NOT ASSIMILATE!! And the use of the word "retard" goes without saying, but I will anyhow: Of course I never use it anymore! I respect those "with" intellectual disabilities. They are not suffering, either. Just as my suffering was not inherently due to being autistic, but because of other people's ignorance and abuse toward me being that way, it is the same with those "with" Down Syndrome and other such differences. It is a shame, Down Syndrome is being subject to eugenics, just like autism!! AUTISM IS NOT A DISEASE! We are fighting, we are fighting... Even though I am autistic, I sincerely hope this eugenics will disappear, and not Downies! I am facing the same crisis with my minority group, the autistics! Genocide will not be tolerated!

Guest
Guest's picture

I was a nanny for a Down's Syndrome child when I was in college and learned how cruel these words can be. The intellectually disabled deserve the same respect as anyone else. I think these ads are brilliant. (I'm also a copywriter so I can only imagine having a client as great as this.). :)

Guest
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