With a brand new marketing campaign, Particular Olympics desires to take again the phrase “particular” and different language that they are saying has been turned towards individuals with disabilities.

The worldwide sports activities group for individuals with mental disabilities is rolling out the hassle dubbed “Yeah, I’m Particular” with a pair of New York Metropolis billboards and a video voiced by ESPN commentator Stephen A. Smith.

The group can be touting appearances by high-profile supporters like Milwaukee Bucks participant Damian Lillard and former NFL participant Dale Moss carrying attire that claims “particular.”

That is all a precursor to a world digital marketing campaign deliberate for subsequent 12 months, Particular Olympics mentioned, to deal with the stigma that’s related to the phrase “particular” and different related language used around the globe to demean individuals with disabilities.

“In sports activities, ‘particular’ is usually used to explain once-in-a-lifetime gamers, epic moments of teamwork and extraordinary acts of greatness that encourage others,” mentioned Christy Weir, Particular Olympics’ vp of worldwide media relations and communications. “Particular Olympics acknowledges there’s a long-held stigma that has been utilized to the phrase particular. Skilled and collegiate athletes don’t face this stigma when they’re described as particular. Our athletes deserve that very same respect.”

The marketing campaign developed with the promoting company Tombras is aimed toward launching a world dialog difficult the labels that society imposes on individuals with disabilities, Particular Olympics mentioned.

The hassle will coincide with the fifteenth anniversary of the group’s “Unfold the Phrase to Finish the Phrase” marketing campaign, which requested individuals to pledge to not use the phrase “retard.”

Plans are within the works to advertise the marketing campaign by social media and different platforms in addition to further movie star endorsements and partnerships with varied manufacturers, the nonprofit indicated.

“We now have the chance to guide by instance by reclaiming the phrase particular,” Weir mentioned. “We aren’t permitting others to outline who we’re and what our athletes can do — we’re main the dialog on how phrases matter.”

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