The R-word Exchange program was the real time solution developed to elevate the 'end the word' platform. In a 'war room' environment, Twitter was monitored for mentions of 'retard(ed)' to find offenders we could enlighten. Simultaneously, we created humorous new words and definitions to exchange the r-word and Tweet to the offenders. As part of the mix, the team also created Vine videos to demonstrate/illustrate the new word.

Our objective wasn’t to shame- but to create impact through humor so people understood and might think how one word is so hurtful and hopefully change their ways and their friends too.

The compelling concept elevated engagement and awareness to 'End the R-Word' platform. Key one day metrics include:

- @EndTheWord impressions 735,000,

- #Rword hashtag saw nearly 2 million timeline deliveries.

- Tweets garnered about 700 engagements in the form of retweets, mentions, replies and favorites.

-259 contributors helped drive over 250,000 unique impressions.