Creative Execution

Using the Twitter API, we created a live automated filter that monitors hundreds of celebrities for the use of prejudice against the intellectually disabled. When a celebrity uses these words, we are notified, and an automated response is composed and sent to that celebrity. Using this program we are able to determine the location of the celebrity and respond with their closest Special Olympics event. Not only are we able to monitor influential celebrities now, we will continue to monitor Twitter for years to come.

Through Celebrities replies and re-tweets, this idea has been served to over 4 million users feeds – igniting the conversation around the use of prejudice words. Better yet, Tweet Rethink will continue to function for years to come – helping us to put an end to the use of the r-word.

The use of prejudice words against the intellectually disabled on twitter is far too commonplace. The Tweet Rethink – using prejudice tweets to change perceptions of the intellectually disabled. On twitter, we monitored the activities of the most popular international celebrities for the use of prejudice words. When celebrities used these words, we replied. Instead of asking for an apology, we asked them for understanding by inviting them to their local Special Olympics. By asking celebrities for understanding, they became ambassadors to help end the use of the r-word, and they helped spread the message to their millions of followers.