Results and Effectiveness

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.

Creative Execution

Accidental prejudice against the intellectually disabled is far too common on twitter. By monitoring celebrities on social media we were able to reach to a much wider audience – their millions of followers. By using accidental prejudice, celebrities became accidental ambassadors to end the use of words that hurt the families living with intellectual disability.

Insights, Strategy and the Idea

Help end the use of prejudice words that are offensive to the intellectually disabled. These discriminatory words (retard, mong, spaz, etc.) are incredibly common and are used casually and frequently across the globe. In particular, these words are used often on social media, like Twitter. 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. Not only are we able to monitor influential celebrities now, we will continue to monitor Twitter for years to come.