"Sorry" is a forbidden word on Disney's Freeform today. The young adult network will be be bleeping out any time a female character attempts to say the word from 11:00 a.m. until 11:00 p.m. EST in honor of International Women's Day. In that time, nearly 50 "sorrys" will be excised from its shows, via a bleep and a graphic of the hashtag #NotSorry, while a #NotSorry meter will keep track. The network is also asking fans to share their #NotSorry moments on social media.
While celebrating women, the campaign also illustrates Freeform's "a little forward" tagline and its commitment to storytelling designed to promote the ideas of possibility and inclusivity among young adults.