- New campaign directly targets R word users on social media and encourages Western Australians to end the use of the offensive R word
- The R word appears on social media about every five seconds and many people use it frequently in everyday language
- 12 campaign videos feature people with disability and family members and carers explaining why the word is insulting
Disability Services Minister Stephen Dawson today helped disability service provider, Avivo launch its 'R word' campaign which seeks to eliminate the use of the R word - 'retard'.
The R word is hurtful and demeaning to people with disability, and their family and friends and carers but is still used prolifically in society and particularly on social media where it appears about every five seconds.
As part of the digital campaign, a selection of Twitter users who write the R word will be specifically targeted with a tweet including one of the 12 campaign videos, featuring a person with disability or a family member or carer sharing their personal experiences with the word. The tweet also directs users to the campaign website with more information and education about the use and meaning of the word.
The campaign, which involves a wider social media strategy highlighting the inappropriate use of the R word, was developed by Avivo with the help of marketing agency, Marketforce.
Everyone is encouraged to visit the website (https://therword.com.au), watch the videos, share the campaign on social media, stop using the R word and speak up to those who do.
Comments attributed to Disability Services Minister Stephen Dawson:
"The R word is insulting and disrespectful - not just to people with disability but also to their families, friends and carers.
"It's never OK to use the R word - not in humour or frustration. People should stop and think about whether they would use the word on someone they love before they direct it towards somebody else.
"The R word campaign is a fantastic initiative by Avivo and I do hope it leads to more awareness, which in turn helps create a more accepting and inclusive society for people with disability."
Minister's office - 6552 5800
