R-word, 3

Campaign
Agency Network: 
Published/Aired: 
March 2009
Special Olympics:  R-word, 3

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

Davosk's picture

Ivan did disable them for a short while but unfortunately he's let them back in to play. Most of them couldn't make an ad, let alone recognise a good one.

Davosk
Activity Score 4811
Art Director
Guest's picture

Someone found a way to get "Jew him down" in an ad.
Just for that, you get a 10!

Guest
Guest's picture

So now people with downs syndrome, etc 'own' the word retard?

Yes it can mean 'a person with subnormal intelligence' but it also means 'be delayed' and 'slow the growth or development'.

Calling someone a 'retard' is more to do with being slow - and sorry, knee-jerk politically correct people - not 100% an insult to the 'intellectually challenged'.

Great to see people using the 'Tropic Thunder' "controversy" to keep these terms as 'only negative' in the public consciousness.

It is 'now it is said' and 'who it is said to' that matters.

P.S. the campaign looks creepy and does little - if anything - to provide sympathy or understanding for sufferers of such disorders.

Guest
Guest's picture

that's crap.

go to any high school and you'll hear people call each other retatd or say that retarded or call someone a blank-tard. None of them mean it in the definition of "be delayed" or "slow the growth of development".

It is this more common use of the term that these ads address.

And your calling People with Intellectual Disabilities "sufferers of such disorders" belies your out-of-date and insensitive views on the matter.

Guest
Guest's picture

People with Down syndrome, etc are not SUFFERING and they do not have DISORDERS. Down syndrome, etc are diagnosis. The movement is not looking for sympathy but the end to oppressive language.

Guest
Guest's picture

sweet. the other two are much better, but a cool series.....not sure people will stop saying retard though

Guest
Guest's picture

Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard. Retard.

Guest
Guest's picture

Grow up. Seriously.

Guest
silvertongue's picture

I long for the day when guest comments are... uh... disabled.

silvertongue
Activity Score 555
Copywriter
Davosk's picture

Ivan did disable them for a short while but unfortunately he's let them back in to play. Most of them couldn't make an ad, let alone recognise a good one.

Davosk
Activity Score 4811
Art Director
Guest's picture

Do you... want to go into a quiet, dark corner and cry or something?

Grow up.

Guest
G.J.'s picture

he must be referring to himself.

G.J.
Activity Score 149
Copywriter |

No matter wat you do,
33% of the people will love it,
33% of the people will hate it,
And the rest won't give a fcuk.

Guest's picture

at least have the balls to write 'fuck'... or can't you spell?

Guest
john.lighttern's picture

its different... i like it =)

john.lighttern
Activity Score 216
Chiat
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
hal9000's picture

Nice.

hal9000
Activity Score 192
Guest's picture

really touching

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

i love the way the black shadows above and below the bar define the borders. cool!

Guest
Guest's picture

i love the way the black shadows above and below the bar define the borders. cool!

Guest
Guest's picture

I'm sorry but am I the only one who finds this particular image scary? I mean the blurring and the black eyes, it reminds me of something out of a J-horror movie.

Guest
Guest's picture

it's nice and touchy. i like the aproach. yet there is one small problem; what does this have anything to do with Special Olympics?

most of the athletes in special olympics are as good as the athletes we know from the other olympics if they are not better and all you have to say is don't use the word retard.

yeah I am not going to call you retard, because that would be an insult to the word.

Guest
Guest's picture

the "end-the-R-word" campaign is an important cause within the Special Olympics organization. do you really not see a connection between the special olympics and an initiative to ensure that people with intellectual disabilities are treated respectfully?

Guest
monicamexico's picture

Eh. There's a better way to get the message across.

monicamexico
Activity Score 830
Guest's picture

So you, like, watch this video tape and then you get a phone call and then something about M. Night Shamalamadingdong and a ring and...Iiiii'll neeEEvveerrr teEEElllLllll....

Guest
Guest's picture

there is a connection. but this campaign could have easily been for any service or product related to people with special needs. it could have been about education, transportation etc. all we needed was a logo.

and with such amazing athletes in special olympics this campaign looks like a missed opportunity.

Guest
Guest's picture

the SO is more than just a group of games. A fact that you, and many people like you, don't seem to realize. they provide health care, job counseling, family support networks and fight for advocacy.

Guest
Guest's picture

i wish the ad said something about that instead of you. seems like your comment that you came up with in 5 seconds has been better than this ad.

Guest
Guest's picture

why would it? the ad is about the R-word. i'm shocked at how clueless people on this site are
fyi - go to cnn.com to read a story about this campaign

Guest
Guest's picture

zinger!

get a job, asshole.

Guest
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