WPP captures the first-ever sound of cancer cells being destroyed
It’s a collaboration with the American Society of Clinical Oncology, an organization for physicians and oncology professionals.
The Most Beautiful Sound project / WPP
It’s the sound many people long to hear, cancer cells being zapped away. With one in three people being diagnosed with the disease, Grey Health & Wellness wanted to give people a better understanding of how treatment works.
“Like all cells, there is an inherent motion and vibration within cancer cells,” said Dr. Conor Evans, associate professor at Harvard Medical School Wellman Center for Photomedicine, Massachusetts General Hospital. “What is truly exciting about this idea is the ability to give something invisible real perspective that could be truly powerful for patients as they go through their cancer journey.”
For ‘The Most Beautiful Sound’ project, the team worked with medical researchers at Harvard Medical School and Massachusetts General Hospital to isolate the sound of breast and lung cancer cells at the precise moment of cellular death.
Wendy Lund, chief client officer of Health at WPP, added: “Tangible milestones or progress on a patient’s cancer journey can sometimes be hard to visualize. We wanted patients to experience how impactful their treatment can be and this creative approach, based on research, is groundbreaking in its ability to help inspire and motivate patients, cancer survivors and caregivers.”