"By fostering an understanding that our language choices and our actions have power, Project Pay Attention asks people of all ages and backgrounds to think carefully about what we do, what we say, and how we say it.  It recognizes that educating people about the power of language is an active way of shifting our daily lexicon so that disrespectful and hurtful language choices can be avoided.  And it embraces the notion that people can shift their behavior and ultimately create a more respectful society for the future."