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Special Olympics: R-word
This ad is sure to offend, to entertain, and to really make you think.
It is commendable to stand up for a people and a cause that is always neglected; this shoves it in our faces, and those losers who use the ‘r’ word either directly or indirectly might be able to see why it is offensive, uneccesary and embarrassing.
Too much stigma is attached to people with intellectual disabilities; as humans, when our curiosities cannot be satisfied and our knowledge is lacking, we often categorise that which we do not understand. This ad certainly highlights this pathetic aspect of human nature.
I hope this ad can be broadcast to millions and millions of people around the world. When a Jewish woman, or an Italian man; a homosexual or an Indigenous person sees this ad, they will be faced with the pain of the racism or sexism or homophobia or xenophobia that they have faced. This ad shocks us because the terms “tar baby” and “Jew him down” are not part of your average advertising campaign. We don’t want to read that; most of us don’t even like the knowledge that these terms exist.
But the term “retard”?
Well, that (until now) has been accepted as a figure of speech that is common in everyday language. How could a mentally disabled person even know what a retard is, let alone have the ability to care?
The irony is, many intellectually disadvantaged people have a greater understanding of sympathy and empathy than those ‘normal’ people who feel they can look at them and think to themselves ”I am better”. They do understand the word ‘retard’; they know they are different.
These advertisements will scream to the world on their behalf.
Advertising Agency: BBDO New York, USA
Chief Creative Officers: David Lubars, Bill Bruce
Creative Director / Art director: James Clunie
Creative Director / Copywriter: Pierre Lipton
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This is an awesome idea, but the actual design is crappy or as one might say, retarded. The little PSA message is way too difficult to read, and very easy to gloss over.
Comment by Jake — 21 March, 2009 @ 2:48 am