In partnership with the American Society of Clinical Oncology (ASCO), the play seeks to give hope to cancer patients
Receiving a cancer diagnosis is one of the biggest blows a person can have throughout their life. The treatment of the disease goes through a path of many struggles, pains and insecurities and, therefore, the WPP and the American Society of Clinical Oncology (ASCO) joined together to make this moment more hopeful for patients with the project ” The Most Beautiful Sound” (“O Som Mais Bonito”, in free translation).
The action was initiated by a request from Gray Health & Wellness, who wanted to give people a better understanding of how the treatment works, and through technology, WPP and ASCO were able to capture the first audible sound of cancer cells being destroyed.
‘We are thrilled to unveil ‘The Most Beautiful Sound’, a powerful and artistic depiction of cancer cells being destroyed in the body. The action can be understood in any language and experienced in different geographies and cultures. It can inspire hope and resilience among people living with cancer and their caregivers, uniting us in our quest to beat cancer,” said Kristen Neese, Director of Marketing and Communications at ASCO.
The case is a creative and scientific partnership led by Health@WPP, WPP’s agency community serving clients across the healthcare industry.
“Sometimes the tangible milestones or progress in a patient’s cancer journey can be difficult to visualize. We wanted patients to experience just how impactful their treatment can be. This creative, research-based approach is innovative in its ability to help to inspire and motivate patients, cancer survivors and caregivers,” said Wendy Lund, CCO of Health@WPP.
The responsible team worked with researchers from Harvard Medical School and Massachusetts General Hospital, who isolated the sound of breast and lung cancer cells at the precise moment of cell death.
“Like all cells, there is an inherent movement and vibration within cancer cells. What’s really exciting about this idea is the ability to give something invisible a real perspective that can be really powerful for patients during their cancer journey,” added Dr. Conor Evans, associate professor at the Harvard Medical School Wellman Center for Photomedicine, Massachusetts General Hospital.
