Stop using the 'N-word'.
That's what African-American leaders across the nation are pushing for after the racist comments Michael Richards made recently at a comedy club.
Newschannel 10's Marissa Bagg has more on how realistic locals think the campaign is to ban the word.
After a week of apologies, the racial slur Richards used during a show continues to rub people the wrong way.
But leaders say it's the perfect incentive to launch an anti-n-word campaign. "And so Michael, thank you, thank you for showing who you are and what's in your heart, but you've given us a platform hopefully for us to engage America about racism in all of our institutions," says Representative Maxine Waters of California.
Locals we spoke with are in support of the campaign. "I don't think the word should be used at all by anybody, I teach my kids it doesn't matter how you say it or who you are it shouldn't be said at all because it's disrespectful," says Karron Gilbreath, and Amarillo resident.
"I'm raising my 14-year-old to not use that so I think it's good for all kids and anyone else to not use that," says Amanda McKee, an Amarillo resident.
The question is - is a move like that possible, when the racial slur is all over modern music.
"A lot of young folks have lost sight of what the word was all about," says Floyd Anthony, the President of the Amarillo NAACP Chapter.
"I don't think it'll ever stop being used because of where it came from and some people say it to hurt your feelings, it'll never stop but we can try to stop people from saying it in our own culture especially," says Gilbreath.
But they all agree, it never hurts to try, because it could make a difference.
The Reverend Jesse Jackson is calling on the entertainment industry to stop using the racial slur. He said today he plans to meet with film companies and music artists about it.