Did you blink twice when you read the headline? Do you think twice when you hear the comment that refers to an idea as “retarded?” If you thought about it, then the Special Olympics says that’s a good start.

In a series of print ads, the Special Olympics committee wants to stop the use of the world 'retard' in casual conversation.

The ads from BBDO New York say:

"'That’s retarded' is just an expression. As are ‘tar baby’ and ‘Jew him down,’" reads one ad. “I feel like such a ######, says the chink to the ######.”