ALBUQUERQUE (KRQE) – A local business is using donuts to “spread the word to end the word.”

They want people to know the word, “retarded,” can be offensive.

Rebel Donut is making “No R-Word” donuts as part of a national awareness campaign.

For every donut sold, 50 cents will go to Special Olympics New Mexico.

KRQE News 13 spoke with Special Olympian Ryan Hanson about it.

“It’s not a joke. It offends other people,” he said. “I want to tell all the people, ‘Please stop saying that. That’s really, really hurtful what you’re saying. If you say that, that’s really hurtful and you’re going to make people upset and cry.’”

The outspoken athlete says he hears the word a lot, and he has some words of his own for those who use it.

“Just look at yourself in the mirror. Just look at yourself. How do you feel you saying that? That hurts so much,” he said.

“If you’re using the r-word to call something stupid or to call something dumb or ridiculous, it’s just not accurate and it’s not fair to people who were once clinically termed that,” said Erin Gallegos, communications manager for Special Olympics New Mexico.

The “No R-Word” donuts will be up for grabs at both Rebel Donut locations every Wednesday through the month of March.

“When I found out, I was like, ‘Okay, I’m going every Wednesday of March.’ I don’t care how much money I spend. I’m just doing it,” said Rebel Donut customer Lindsey Andrews.

Customers can curb their craving for a cause.

“Eliminating the ignorance around the word and trying to really promote the new r-word, which is ‘respect,’” Andrews said.

Supporters of the national campaign are encouraged to pledge online to “spread the word to end the word.”