First Word
Creative idea
In Poland, 60% of cancer patients suffer from cancer ghosting — loved ones freezing in fear of saying the wrong thing. To solve this communication crisis, we built 'The First Word': a friction-free mobile web app acting as an AI empathy translator. Unlike all known AI chatbots, its engine is uniquely built on real-world datasets from oncology patients, families, psychologists, and psycho-oncologists. Operating directly in mobile browsers with zero barriers, it translates raw anxiety into safe Nonviolent Communication (NVC) messages in real time, turning the smartphone into an immediate tool for supportive connection.
Brand name: Rak'n'Roll Foundation
Advertiser / client: Rak'n'Roll Foundation
Product / service: psychological support tool
Campaign name: First Word
Agency network: SAATCHI & SAATCHI
Agency: SAATCHI & SAATCHI WARSAW
Media agency: Zenith Poland
Additional company: Liquid Thread, Zenith Poland, Compass PR, Good Looking Studio
Web address: https://www.raknroll.pl/pierwszeslowo/
Chief creative officer: Michał Sęk
Art director: Łukasz Żuławski
Copywriter: Robert Kubicki
Designer: Marcin Wiśniewski
Account director (agency): Monika Zaręba
Senior planner: Anna Zwolińska
Additional company: Rak'n'Roll Foundation: Emilia Klimasara, Olga Myslinska, Jacek Maciejewski, Lukasz Kościuczuk;
Consultant: Milena Dzienisiewicz;
Patient-voice: Malgorzata Sajan;
Saatchi&Saatchi: Justyna Ośka-Gorzelińska, Magdalena Okraszewska-Mierzejewska, Maria Denysenko, Paulina Hanas;
Publicis Groupe: Mateusz Bąska, Dawid Małkowski; Marcin Żaczkowski, Piotr Szczerba;
Zenith Poland: Weronika Lech;
Liquid Thread: Anna Pastuszko, Anna Górecka,
Karolina Różycka;
