First Word
Creative idea
In Poland, 60% of cancer patients suffer from cancer ghosting — loved ones freezing in fear of saying the wrong thing. We subverted generative AI from passive content creation into empathetic mediation by building 'The First Word'. Unlike all known standard LLMs, our model is exclusively built on lived-experience datasets from oncology patients, families, psycho-oncologists, and psychologists, integrated with Nonviolent Communication (NVC) rules. Through a closed Human-in-the-Loop architecture, the web app translates raw user vulnerability into emotionally safe, calibrated messages, breaking emotional paralysis to maintain vital human intimacy.
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
Creative director: Michał Sęk
Art director: Łukasz Żuławski
Copywriter: Robert Kubicki
Designer: Marcin Wiśniewski
Account director (agency): Monika Zaręba
Senior planner: Anna Zwolińska
Additional company: R'n'R 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;
