Marketforce looks to stamp out the word ‘retard’ with the ‘R Word’ campaign

Marketforce has called for a ban on the word ‘retard’ and ‘retarded’ on social media by creating a Twitter-bot which replies to anyone using the words with a video message from someone affected by the ‘R Word’.

The campaign, created on behalf of Avivo, aims to raise awareness and educate people about the impact the words ‘retarded’ and ‘retard’ have on those with a mental or physical disability.

12 people aged between six and 80 who have lived with disability, including family members and carers, have recorded messages explaining why the word is offensive.

The Twitter-bot then sends those messages to anyone using the ‘R Word’ on Twitter.

Recipients of the message are directed to where they can learn more about what the word means to others and get to know the person behind the video.

Rosie Lawn, CEO at Avivo, said the campaign is not about creating awareness for Avivo, but influencing respect and community awareness.

“The campaign supports people who have direct experience of the impact of the R word to say how they feel.”

Jim Gall, acting CEO at Marketforce, said: “By highlighting the negative impacts around the R word, we’re hopeful we can help people reconsider the language they use, and move one step closer to a more considerate and inclusive society.”


  • Pat Lennox – Executive Creative Director
  • Ben Green – Creative Director
  • Joe Hawkins – Creative Group Head & Copywriter
  • Neil Martin – Art Director
  • Chris Andrawes – Digital Lead Creative
  • Ben Dernham – Technical Lead
  • David Thomas – Front End Developer
  • Claire Baronas – Agency Producer
  • Lenny Rudeberg – Agency Editor & Camera Operator
  • Brad Habib (Soundbyte) – Sound Engineer
  • Nicole Cikarela – General Manager of Client Solutions
  • Jo Gibb – Senior Client Director
  • Ruby Broun – Senior Client Manager
  • Client – Avivo
  • CEO – Rosie Lawn

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