The R-word is used once every 5 seconds on Twitter.

People wouldn't use the word 'retard' in front of someone with a disability. Yet it's said every 5 seconds on Twitter.

So we created a first of its kind Twitter bot that detected any use of the 'R word' and replied instantly to that tweet with a video message from an Australian living with disability.

They were also directed to a microsite with a real-time 'R word' counter, with information about Avivo's mission and the option to show their support on social.