Case study: Using social media to quash the "R word"

04/6/2009 | NewMediaStrategies.net

The Special Olympics recently launched an online campaign to raise awareness about the dehumanizing and hurtful effects of using the word "retarded" to describe something dumb or stupid. During the daylong campaign to end "the word," the Special Olympics racked up more than 100 blog posts, 1,200 tweets and nearly 55,000 Facebook supporters by reaching out to celebrities (who retweeted messages to thousands of fans) and online allies.

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