Did the headline and its picture make you feel uncomfortable?
What if we’d used this image?
Said By Retards is a campaign. A campaign for GIL, a Swedish organisation that fights on behalf of people with disabilities to move the R word out of the vernacular. Out of everyday language where it doesn’t belong. It aims to make people who use it thoughtlessly aware that it is hugely offensive to people with disabilities.
Stendhals could have assumed the role of the victim. But it found a much more powerful way to advocate for those with disabilities. It gave them a voice with attitude, humour and self-awareness. Said by Retards became an Instagram account, @saidbyretards, and hundreds of short movies starring people with disabilities, quoting stupid things said by powerful people.
To create it, the agency Googled “stupid things said by powerful” (and it notes in the video that it found so very many of them)…
…and had people with intellectual disabilities say them. It turned these into inspirational quotes and posted them, noting their sources. The question, Who are the real retards?, is there between the lines.
Advertising Agency: Stendahls Sweden
Chief Creative Officer: Martin Cedergren
Copywriter: Mikael Andersson
Art Director: Josefin Thor
Account Director: Jens Flensburg
Strategy: Andreas Gunberg
Planner: Tommy Carlsson
Research: Vanja Johansson
PR Strategy: Linda Fernell
Production Manager: Anna Lotto & Linda Engström
Film Photographers: Jens Dohnberg & Sara Josefsson
Post Production: Jakob Knutsson @ Cutback
Photographer: Markus Holm @ AmplifyPhoto