SPECIAL OLYMPICS

R-WORD
EXCHANGE

People often used the R-word online as a lazy punchline. Special Olympics wanted to challenge that behavior without sounding preachy.

We partnered with Upright Citizens Brigade to prove there were a million genuinely funnier things to say. UCB took over the Special Olympics Twitter account, responding in real time with sharper, stranger, and more creative alternatives.

The work transformed a message about inclusion into a participatory cultural intervention, using comedy to change behavior rather than simply condemning it.

What it is:

Social Listen and Respond

CASE STUDY

Listen and Respond Samples

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R-WORD EXCHANGE