Entrant Company
FCB Health New York
Launch Country
United States
Program
Traditional Mediums
Advertiser Category
Health Awareness & Advocacy
The Missing Word introduced ollipsent (n.), the word we never wanted, but need.
With gun violence now the leading cause of death for children and teens in America, thousands of parents live without a word to acknowledge their grief, and the ongoing cycle of loss and love.
In partnership with survivor parents and a linguist, we formally documented a new dictionary entry, turning a missing word into a cultural intervention and a platform for national awareness.