The Campaign

We needed to 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. 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.

The Brief

The goal was to help end the use of prejudice words against the intellectually disabled. We needed to create a campaign that reached as many people as possible, but for a very small budget. We realised that the use of prejudice words on twitter is far too commonplace, and we also realised that influential people often use prejudice without understanding that these words hurt. To fulfill the brief, we used a combination of twitter and unsuspecting celebrities.

Results

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.

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.

The Situation

Accidental prejudice against the intellectually disabled is far too common on twitter. By monitoring celebrities 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.

The Strategy

Our strategy was simple – reach as many twitter users as possible by using celebrities tweets to leverage our message in a positive way.