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 www.therword.com.au 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.”
Credits:
- 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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This is a great idea, with a really noble cause. Surprised it hasn’t received more coverage!
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What an absolute joke! 24 hours of sport ??? Are the management of 2UE or whatever you call it now, on drugs or are they just lacking any IQ or indeed common sense ?
Ive been a loyal listener to 2UE for over 35 years but now I will not be switching 954 on at all now. I detest sports talk ! same ole, same ole utter crap talking about overpaid boofhead footballers etc!
All my friends feel the same !
Grow a brain and go back to talking lifestyle or something similar !
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First week without 2UE lifestyle and driving me nuts trying to find alternative station worth listening to. Missing John and Garry badly. Sadly most of this week I’ve just had the radio off. Let’s say the radio will be off all week until Paul and George are on during weekend mornings and even then they have been cut hours. Why in the world someone would decide to throw out perfectly good shows and make it into a 24/7 sport station is beyond me. So on weekend afternoon, you have pretty much all AM stations on sports – 2GB, 2UE, ABC, 2SM. If you want to get listeners you would think first to do something diffferent from other channels. I cannot wait until ratings of this new dumb format comes out and hope it drops like hell to near zero so management knows what mistake they have made.
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