GIL is a Swedish organization that fights on behalf of people with disabilities. In their latest campaign “Said by Retards” they highlight the issue of how the offensive and discriminatory R-word is used – and make people aware that having an intellectual disability isn't the same as being strange, or stupid.
– At GIL, we want to shine a light on that it’s unfair to be generalized and associated with the real idiots in the world, says Anders Westgerd, director at GIL.
Instead of assuming the role of the victim they decided to use attitude, humor and a lot of self-awareness to prove a point. Said by Retards consist of the Instagram account @saidbyretards and hundreds of short movies starring people with disabilities, quoting stupid things said by powerful people. The movies are packaged as classic “inspirational quotes”, raising the question: Who are the real retards?
Digital advertisement created by Stendahls, Sweden for GIL, within the category: Public Interest, NGO.
Chief Creative Officer: Martin Cedergren
Copywriter: Mikael Andersson
Art Director: Josefin Thor
Account Director: Jens Flensburg
Strategy: Andreas Gunberg
Planner: Tommy Carlsson
Research: Vanja Johansson
PR Strategy: Linda Fernell
Production Managers: Anna Lotto, Linda Engström
Film Photographers: Jens Dohnberg, Sara Josefsson
Post Production: Jakob Knutsson / Cutback
Photographer: Markus Holm / AmplifyPhoto