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    Home Β» FCB Health NY Fills A Void In The English Language With A Word Describing Parents Who Suffer A Tragic Void In Their Lives

    FCB Health NY Fills A Void In The English Language With A Word Describing Parents Who Suffer A Tragic Void In Their Lives

    By SHOOTFriday, March 20, 2026No Comments143 Views
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    In English, there is a word for someone who loses a spouse: widow. There is a word for someone who loses their parents: orphan.

    Until now, there has been no word for a parent who loses a child.

    Now, that changes.

    FCB Health New York, in partnership with the nonprofits Visioning Beyond Violence and Youth Alive!, has launched The Missing Word, introducing a new word to recognize one of the most devastating–and increasingly common–human experiences.

    That word is ollipsent (oh-LIP-sint): a parent who has lost a child.

    The word was developed with linguist Chelsea Frazier and revealed first to parents whose children were killed by gun violence–the leading cause of death among children and teens in the United States.

    β€’ Every day in America, 7 young people are killed by gun violence
    β€’ 2,526 youth die each year

    Yet until now, the parents left behind had no word to describe who they are.

    β€œWithout a word, grief can feel invisible,” said Frazier. β€œNaming something gives it recognition. It tells people: you exist. Your loss exists.”

    Ollipsent is derived from the Greek word ellipΔ“s. From this root word comes the English word: ellipsis (…) three dots signifying something left unsaid or missing. The β€œo” in the word symbolizes the ongoing cycle of love and loss. The β€œent” anchors the word in identity because this word belongs to parents.

    For parents, the impact was immediate.

    β€œI am an ollipsent,” said Marilyn Washington-Harris, whose son was killed by gun violence. β€œNow we have a name. Now people can see us.”

    Congresswoman Lucy McBath, who lost her 17-year-old son Jordan to gun violence, described the experience: β€œThis kind of grief lives in your body. Parents move forward because they have to–but we never fully heal.”

    The Missing Word was created not only to acknowledge grief–but to make it visible. Because recognition is the first step toward healing. And toward change.

    In this film, we meet select parents who’s suffered and are trying to endure this most profound tragedy. Directed by Jean Paulo Lasmar via production company Famous Who, the film also chronicles the genesis of the word β€œollipsent.”

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    Credits

    Client Visioning Beyond Violence and Youth Alive! Agency FCB Health New York Kathleen Nanda, chief creative officer; Erico Braga, global creative partner; Fabio Rodrigues, Daniel Maillard, executive creative directors; Lisa Lim, Roberto Vilhena, creative directors; Haley Dix, Prajakta More, Eugenio Lima, Pedro Ricci, associate creative directors; Raphael Pacheco, editor, motion designer; Devon Nespica, group copy supervisor; Zinnia Farrell, sr. product designer; Skyler Mauro, associate director, product design; Becca Binder, group executive producer; Aaron Cohen, associate director, technology & development. Production Famous Who Jean Paulo Lasmar, director/editor; Bryan Mendoza, DP; Tim Frazier, Galileo Giglio, exec producers; Kendra Bradanini, production designer. Music Bumblebeat Henrique Tanji, Lucas Sfair, composers; Luisa Hackett. producer. Postproduction Mol MoiΒ  Β Simone de Angelis, Joaquim Carrico, producers; Andre Magri, postproduction coordinator; Daniel Mendes, colorist. Music Supervision Jaded Melody Mike Boris, music supervisor & producer.

    Media Type:Film: Short
    Video Tags:Famous WhoFCB Health New YorkJean Paulo Lasmar



    Director Peter Thwaites and Goodby Silverstein & Partners Bring Robovac Into The Family For Xfinity

    Monday, April 20, 2026

    Produced by The Corner Shop and directed by Peter Thwaites for Goodby Silverstein & Partners, Xfinity’s latest campaign includes this spot which introduces an unexpected member of the family, a Robovac. The :60 unfolds from the robotic vacuum cleaner’s point of view, gliding across hardwood floors and tracing the edges of a busy home. All around the household, family members are locked into their own screens--mom on a work call, daughter deep in reality TV, the boys absorbed in gaming. Even the dog keeps its distance, tucked under the table.

    When dad calls out β€œmovie night,” no one responds. That changes when he opens the Xfinity app and hits β€œPause Kids’ Devices.” Instantly, the kids come running.

    The family gathers on the couch, snacks in hand. The Robovac is right there with them. Spooked by a scary moment, the Robovac ducks under the couch before the youngest coaxes it back out with a kernel of popcorn.

    The voiceover lands the idea: β€œWi Fi so smart, it brings the whole family together. Xfinity, Imagine That.”

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