First Word
Creative idea
In Poland, 60% of cancer patients suffer from 'cancer ghosting' – social isolation caused by loved ones freezing in fear of saying the wrong thing. We turned silence into connection with 'The First Word': the first AI-driven empathy translator. Unlike all known AI chatbots, our engine is exclusively trained on authentic human datasets from oncology patients, families, psychologists, and psycho-oncologists. Using Nonviolent Communication (NVC) principles, the no-barrier web app translates raw anxiety into safe, empathetic messages, empowering people to break conversational paralysis and protect vital relationships during treatment.
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;
