- To educate Hollywood, the media and general public about the hurt and harm caused by using the “R-word.” To inform them that its continued use in movies like "Tropic Thunder" perpetuates a behavior that is discriminatory and demeans people with intellectual disabilities and that we will no longer tolerate the use of the word.
- To promote the accomplishments and achievements of our athletes, showing the general public up close the people who are impacted and hurt when the R-word is used. To promote inclusion and acceptance of all people and rejection of the stereotypes and stigma associated with individuals with intellectual disabilities.
- To use the "Tropic Thunder" film as an opportunity to launch a nationwide R-word campaign with the goal of eliminating the pejorative use of the word from today’s popular culture.
After an initial positive response from the Special Olympics president (and now chairman), Timothy P. Shriver, the Farrellys spent a couple of years in negotiation. They pared out some situations (a strip club) and some language (that can't be printed here). Dialogue was scrubbed. ("Mentally challenged" and "intellectual disabilities" were in. "Mentally retarded" was out, except in special circumstances.) There were arguments. During production, a Special Olympics representative stayed on the set to make sure nothing untoward slipped in.
The resulting film stars Johnny Knoxville, best known as the star of MTV's gross and dangerous stunt series, "Jackass," as the anti-hero. It would not be giving away too much of the plot to reveal that he is befriended by disabled athletes whom he comes to admire, and that he sternly admonishes another character who labels his new friends " 'tards," a variant on the widely used playground insult "retard."
In the midst of the current protest against "Tropic Thunder," the Special Olympics sees the controversy as an opportunity for educating America about the offensiveness of the R-word, according to its August 10 advocacy alert:
While we are offended that the movie was produced containing this hateful material, we also see the release of "Tropic Thunder" as a rare opportunity to address the much needed abuse of the “R-word.” Special Olympics has decided to lead an effort to publicly address this language and the negative attitudes and behaviors associated with the use of the pejorative “retard.” It is time to help raise the consciousness of society by launching the “R-word Campaign.”