The R Word campaign

Thursday 22nd Feb, 2018

Did you know that the word ‘retard’ and ‘retarded’ appears on social media every 5 seconds? Pretty shocking, huh?

It’s a word that is used openly and freely in society and very few people question its use in everyday language. But we know that the ‘R’ word is incredibly offensive and derogatory. It’s not just offensive to people with intellectual and physical disability. It’s offensive to friends, families and support teams too.

In partnership with advertising agency Marketforce, Avivo is seeking to help end the use of the ‘R’ word. Through Twitter, we are responding when people tweet the ‘R’ word with videos from Avivo customers, families and friends talking about what that word means to them. This video explains simply how the campaign works on social media.

The R Word campaign has been launched with the support of Hon. Stephen Dawson MLC, Minister for Disability Services. Help us stop the R Word by going to and sharing the campaign.