The Special Olympics needed to raise the public’s awareness of the use of the word “retard,” which many saw (and still see, unfortunately) as entirely acceptable.
R-WORD SHAMER - We called attention to the prevalence of this word by calling out specific websites, and then challenging them to change their ways. Watch the video for a demonstration. Pierre Lipton and myself were the creative directors on this specific piece. Kim Mok and Melissa Johnson we the AD/CW team.
POSTERS - The posters took a more traditional route in educating the public RE: this cause.
