Social Media for Social Good: Ending the “R-word”

The “R-Word.” It’s one of those words that may seem like just another piece of slang thrown into everyday language when describing something stupid, dumb or irrational.

However, the word “retard” is not just any noun. It is a word that has been used to describe people with intellectual disabilities. And it is harmful and demeaning. The casual usage of this word is also an insult to those with intellectual disabilities. And it’s time to stop using it.

This is why the Special Olympics asked individuals to participate in “Spread the Word to End the Word” on March 31st, 2009 – a campaign to raise the consciousness of society about the dehumanizing and hurtful effects of the R-Word and urge people to resolve to stop using it as an insult, casual or intended.

With help from the existing fan base of the Special Olympics, as well as strategic guidance and efforts by New Media Strategies, it is estimated that over 3.8 million people were reached by the R-word campaign on March 31st through social media efforts on Facebook, Blogs, Twitter and YouTube, as well as the pledge drive on R-Word.org.

3.8 million impressions
55,000 Facebook Users
+ 10,000 Pledges
+ 100 Blogs
1,200 Tweets
16,000 Video Views

Perhaps the most inspiring moment in using social media for social good during the R-word campaign was the diversity of individuals who participated. Over 100 blogs posted about it – from Women (Feministe, Girls Can’t What) to Political (Progress Ohio) to Mommy (MomLogic) to those with Special Needs (The R Word Campaign, A Is For Aiden). Major news outlets also followed the buzz such as The New York Times, Gawker, HuffingtonPost and many others.

Additionally, Twitter really saved the day as it fostered a viral environment to help “Spread the Word to End the Word.” On March 31st, the campaign received nearly 1,200 tweets about the “Spread the Word to End the Word” event online, with a few special tweets from some key influencers such as the popular musician John Mayer (@JohnCMayer), the mascot of the Chicago Tribune (@ColonelTribune), a FOX5 news broadcaster (@levansfox5) who featured the campaign on an 11 PM broadcast, as well as the author of Queen Bees & Wannbees, Rosalind Wiseman (@RosalindWiseman).

John Mayer’s tweet alone led to over 200 people sharing information about the R-Word campaign by either re-tweeting John Mayer or mentioning that they saw him tweet about the R-Word. Additionally, the Tweetchat hosted by the @EndTheWord and @FanCommunity facilitated approximately 800 pledges during the hour-long conversation showing a direct result of social media engagement and advocacy results.

Additionally, nearly 55,000 Facebook users participated in the “Spread the Word to End the Word” event across a total of 16 groups, Fan Pages, and Events. According to the Special Olympics, thousands of written petitions, graffiti boards and banners were signed offline during this day of action as well.

Beyond the numbers, however, the day of action addressed the lack of exposure and education among the general public has when it comes to the use of R-word. While many don’t mean any malice when they used the word, it should be seen just like any other slur. If you wouldn’t use other derogatory words such as the n-word, the f-word or any others, it’s time to stop using the r-word. Instead, use words of respect when describing anyone with intellectual disabilities.

The campaign does not stop here. Continue to fight against the use of the R-word everyday by taking small actions either online or off to change the conversation. It’s up to you. One word at a time.

Here’s how you can continue to help:

Make a pledge on http://www.r-word.org/
Tweet about the campaign with the hashtag #rword
Join the Facebook Cause Page
Watch the videos, rate & favorite: http://www.youtube.com/EndtheRword

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Blogging, NMS Company & Culture
Tags:
blogging, digital pr, facebook, issue advocacy, new media strategies, social good, twitter, youtube

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however, the day of action addressed the lack of exposure and education among the general public has when it comes to the use of R-word. While many don’t mean any malice when they used the word, it should be seen just like any other slur. If you wouldn’t use other derogatory words such as the n-word, the f-word http://www.legendarydevils.com

Chelsey Schwab

The “R” Word
By Ethan Ellis
February 08, 2010

Recently, Rahm Emanuel and Rush Limbaugh have focused attention on a campaign by people with developmental disabilities and their supporters to remove the words ‘mental retardation’ and its derivatives from the American lexicon and replace them with ‘cognitive’ or ‘intellectual’ disabilities.
Both Rahm and Rush, unlikely collaborators from opposite ends of America’s political spectrum, unwittingly boosted the campaign to national prominence by using its most pejorative form, ‘retards’ in the same week. Typical of their individual political styles, Rahm invited some of Washington’s disability elite to the White House to witness his signing of the Special Olympians’ pledge to eradicate the word, while Rush tried to bluster his way though his faux pas by repeating it over and over again on his next show.
I support the campaign wholeheartedly. It brings back memories of being stared at by strangers because of my spastic walk and hearing mothers shush their kids when they asked; “What’s wrong with that man.” I can only imagines what it’s like to b called ‘retard’ everywhere you go.
There’s another reason, though. I strongly believe that every oppressed group has the right to define themselves, not be labeled by those who oppress or study them, often the same people. It’s s lesson I learned in the mid-1960s when I worked in the poverty program on Manhattan’s Lower East Side and lived in a predominately African-American working-class high-rise condo on East 110th Street and Second Avenue at the beginning of the “Black is beautiful” awakening.
We had a bunch of people from the building over to party one night. Doris, our next-door neighbor, made a dramatic entrance, wearing a stunning black dress that perfectly complimented her natural beauty. We were busy praising both, when a voice boomed out from the easy chair in the corner: “She can’t be beautiful; she’s too black!”
It was Mr. Boogaloo, one of our least-favorite neighbors, a guy who could smell a party anywhere in the building and invited himself in, welcome or not. We called him Mr. Boogaloo, after the flashy but shallow dance briefly popular at the time. He fit the image perfectly, dressed in a tan plaid bell-bottomed polyester suit that matched his light skin.
We all fell silent as Doris began to sob. Then the women rushed to comfort her as Mr. Boogaloo slid out the door.
Names hurt. I learned that lesson that night and never forgot it or Mr. Boogaloo who taught it so callously.
The ‘R’ word campaign is not new. Bill Byrne introduced me to it in the 1980s. At the time he led a one-man campaign to change the Association of Retarded Citizens to the Arc. He showed up at every meeting and conference around the state with his sandwich-board sign and leaflets and buttons and buttonholed everyone with his message, whether they wanted to hear it or not. Enough did so that, one by one, local chapters began to change their names. Soon, he became the state’s most famous self-advocate and converts provided him with a national platform and within a few years the countrywide association became Arc/USA.
I have no doubt that Bill’s successors will win this battle. The stars are aligned and the time has come. The time has also come to convert the energy that it will take to win this important symbolic battle into a permanent political presence. Brothers and sisters with cognitive disabilities, I solute you, I support you and I look forward to joining you in our ongoing struggle to live with pride as equals in this society.

Karen

I think a lot of people use words such as retard without really thinking about what they mean and how it will affect people. Over time people will start to realize (I hope).

Melissa Haworth

Stop using the R-word
http://www.rwordcounter.org/

Walter Clark

The Word “Retarded” bothers me. I’m a 45-year old developmentally disabled person, and part of the ARC in Schenectady, New York (Resources replaced the word “Retarded” in the Schenectady ARC logo).
I live in my own apartment, and my IQ is high.
That “R” word even offends me. If someone calls me that “R"word. I would be very upset. When I was a little boy, I lived in a state-run institution in Rome, New York, where people with developmentally disabilities lived. (another word for that, at that time was “Retarded.”), and lived in two group homes that are run by Scheectady ARC. now I have two outside jobs working in a pizza parlor (Pizza Hut), and a supermarket (called Price Chopper)
Schenectady, New York, which I’m from should start the end the “R” word campaign, esp on the billboards, and create ads about it.

Kevin

Only yestarday I read a book by Anthony Robbins “Awaken the giant” where he wrote about the power of words. (If you are interested you can download it at the torrents files search engine http://www.picktorrent.com or find it at his site, but of course the best way is to buy it). So, he proved that the words we use denote how we feel. If smb calls you in an offensive way you’ll feel bad, if smb calls you with your name you will like it much more. So, this is a very nice initiative! I believe there are a lot of words that must be changed and it’s nice that you do such work. I’m joining the initiative, too.

Andy Merrett

Funny how, to a greater extent, Americans never *got* why the word was so offensive in Britain - one of the differences between UK and US English - and only now is it suddenly “cool” to ban the word. Except that the word is used frequently on both sides of the Atlantic, and will continue to be - it will probably just be less condoned in US public life as it is in UK public life. Don’t expect to see the “R” word disappear, though. It’ll continue to breed just like the “N” word and the… well, any other word that is frowned upon in “polite society” and yet is commonly used in the everyday lives of various sections of society.

jon

Great information, Jennifer! This was a great example of combining blog, Twitter, Facebook, and traditional media outreach. I was in the #rword chat on Twitter and when Laura Evans of Fox 5 came in and said “we’re trying to get this on the air tonight!” there was a definite feeling of excitement. Kudos to the team behind this and to @EndTheWord and @FanCommunity for leading a great chat!

Andre Blackman

This is amazing news for a very much needed prompt to awareness - this absolutely highlights the social “ROI” of well done, strategic new media influence!

Patrick

Excellent post! and great job on the initiative. My uncle is a Special Olympics athlete and I’m all for supporting that organization. Goodbye to the R word!

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