Imagine the surprise in our offices last week as word circulated that the dreaded “R” word was in a major newspaper, in a single-frame comic of all things, in Chicago, the birthplace of the Special Olympic Games.

As we embark on the 50th anniversary of the first Special Olympic Games at Soldier Field, eradicating the “R” word was not top on the “to-do list” for the summer of 2018. That was one challenge behind us, or, so we thought.

Some research and a few long-distance questions allowed us to understand these syndicated cartoons come pre-packaged weeks in advance. In the case of this syndicated cartoon, the cartoonist died in 2012, yet, it was his exact word choice and that of the artist/publishers who sent it to the distributor to be published again November 11, 2016.

The newspaper apologized in a media statement. The Daily Southtown published the cartoon without anyone noticing — until there was a phone call to their offices that Friday morning.

After our initial shock, we realized this is reality. More importantly, we decided this is a teachable moment. We know firsthand how hurtful this can be to those who compete as Special Olympic athletes, those whose family members support them, the coaches and volunteers who sweat with them, and, anyone who has ever dropped a dime or a dollar to support programming and resources.

We also identify with each athlete's resiliency. We will follow their lead, but also attempt to articulate their hurt in hopes of full erasure from casual conversation.

Let us remind everyone, last March 2 was a singular date to “Spread the Word to End the Word Day,” part of an ongoing effort by Special Olympics and their supporters to inspire respect and acceptance through “raising the consciousness of society about the R-word and how hurtful words and disrespect can be toward people with intellectual disabilities.”

An interactive site was published. Thousands took the pledge. It reads:

“I pledge and support the elimination of the derogatory use of the R-word from everyday speech and promote the acceptance and inclusion of people with intellectual disabilities.”

Respectful and inclusive language is essential to the movement for the dignity and humanity of people with intellectual disabilities. However, as we see on the not-so funny page of the papers last week, many in society do not recognize the hurtful, dehumanizing and exclusive effects of the R-word.

The Spread the Word to End the Word movement was established in 2009 during the Special Olympics Global Youth Activation Summit at the Olympic World Winter Games. Yet years later in Chicago — and anywhere the comic is published — people closest to those with intellectual disabilities are exposed to the callous and careless judgment in a family newspaper.

Ironically, adults are to blame, while it was our youth who started the “Spread the Word to End the Word” movement.

On March 31, 2009, the campaign celebrated the first Spread the Word to End the Word National Awareness Day. Across the country, students of all ages made a pledge to eliminate “retard” from their vocabulary and encourage others to do the same. In 2010, the Second Annual Spread the Word to End the Word National Day of Awareness took place on March 3.

Locally, in the varied readership area of the Daily Southtown, there are Special Olympics Unified Champion Schools, including Eisenhower High School, Andrew High School, Homewood High School, Minooka High School, Marion Catholic High School, Thornton High School and Thornwood High School. What might they make of this cartoon?

The program is all-ages, education-based program that is supported through the Federal Department of Education. There are many moving parts to Unified Champion Schools, though they all share one driving force: the goal of activating young people and giving them the tools, skills, dispositions, and opportunities to build change and to motivate their schools to have true cultures of inclusiveness.

Unified Champion Schools' diverse activities can be grouped into three major components: Inclusive Sports, Youth Leadership and Advocacy and Whole School Engagement. Each is a vital and required element of a Unified Champion School.

While this singular incident took the air out of us briefly, we move on. Planning is underway for 2018, when a worldwide invitation goes out for the 50th Anniversary of Special Olympics.

Mark your calendars for July 20-22, 2018, as we again take a leadership role to honor the past, communicate the present and present the vision for the next 50 years.

Unfortunately, the “R” word will carelessly enter into conversations again. Since the many awareness campaigns were first initiated, adults in all walks of life have resorted to unfortunate word choices from their respective pasts.

While we are not naive as to how kitchen table talk has a trickle-down effect through generations, we are hopeful this recent incident sinks like a rock and the benefits of this teachable moment causes a rippling effect, gently reaching every shore and every young impressionable ear.

No more R word, please, unless it's Respect.

Chris Winston, Chief Marketing Officer, Special Olympics Illinois