The R Word - Client: Avivo - Cannes Lion winner
The R-word is used once every
5 seconds on Twitter.
Scroll ↓
‘Retard’ appears on Twitter every 5 seconds. Yet the word is offensive, not just to people with disability, but to their friends and families.
To raise awareness about the impact the R word has, we created a Twitter bot to detect any English language use of it. The bot then instantly replies with a video message from someone affected by the word, talking directly to the person who just used it.
Recipients were directed to our website to learn about the effect the word has, as well as getting to know the people behind each video. A real-time counter showed how often the R word was being used on Twitter (over the last 7-days), and visitors could show their support by sharing our awareness video to Facebook and Twitter.
