Is it appropriate to speak about cancer using associations with subversive music subculture? Rak’n’Roll* Win your life campaign shows it is a right direction! This campaign is like a good movie, with an unusual, beautiful and brave woman, unexpected, big love and marriage, and – in a leading role – a villain complicating everything…- cancer. This is a true story of a woman struggling with cancer while pregnant, who thanks to her own determination gave birth to a healthy son. This was the beginning and a reason for Rak’n’Roll foundation and an accelerator for the Rak’n’Roll Win your life campaign.

Rak’n’Roll foundation was established by a woman struggling with cancer while pregnant. This experience inspired her to initiate activities designed to help people in similar situations. By creating patients’ "subculture", the foundation meets their everyday needs and constitutes an original support group, while focusing mostly on fighting stereotypes and discussing difficult and embarrassing subjects in an open manner.* Rak’n’Roll. Wygraj życie – Rak’n’Roll. Win your life. The name of the foundation plays on the similar sound of the words "rock" and "rak" (cancer) in Polish.

1. Launch – screening of a documentary film 'Magda. Love and Cancer'– the film about the founder of Rak’n’Roll - broadcast by the public television TVP. A week before the TV broadcast, a special preview was organised with the participation of journalists. Positioning of the Magda - communication focused on the true story of the founder.2. Rak’n’Roll Star Calendar – celebrated photographer Andrzej Świetlik took pictures of 16 women suffering from cancer, posing as rock stars. Unique photographs shot in the style of most celebrated album covers.

3. Rak’n’Roll bracelet in cooperation with Lilou company – special, limited line of bracelets (a kind of talisman for Rak’n’Rollers). Involving top Polish stars, who wear the bracelets and encourage people to buy them.

4. Rak’n’Roll waiting room – funds from the sales of bracelets and calendar were intended to renovate waiting rooms in oncologic clinics which are dull, crowded and depressing.

- Large, national interest in the materials about Magdalena Prokopowicz – interviews were broadcast at peak times by leading national TV networks, morning shows, news broadcast, main radio stations, popular magazines. In a vast majority of publications and broadcasts (90%) journalists conveyed all the key messages of the campaign – as a result we have managed to obtain the intended reception of the activities.

- 3 covers in top woman magazines, over 250 media messages - Social media: Facebook – over 3,900 fans- Blog written by Magda Prokopowicz - over 180,000 people - YouTube – over 4,000 views of the teaser of the documentary.- Magda Prokopowicz (founder) is a regular expert on TV and radio programs for oncology- The vast recognition of Foundation (lots of offers of cooperation, constant media attention the foundation of projects, awards for work)- More than 500 people supported the foundation, buying a limited edition bracelet and calendar.