“The Most Beautiful Sound” campaign lets you listen to cancer cells as they are destroyed
By Rupert Cole on Monday, June 12, 2023
Cancer is a disease that currently affects one in three people. “The Most Beautiful Sound” by Grey Health & Wellness is a campaign that aims to provide people with a deeper understanding of cancer treatment. In collaboration with researchers from Harvard Medical School and Massachusetts General Hospital, the team behind the campaign have managed to capture the sound of breast and lung cancer cells at the precise moment they undergo cellular death. The lab experiment, led by Dr Conor Evans, was performed using stimulated Raman scattering microscopy to measure the movements of the cells as they died. These movements were subsequently converted into audible sounds.
The sound was unveiled for the very first time at the 2023 ASCO Annual Meeting, providing conference attendees with an opportunity to immerse themselves in the experience through a dedicated listening station. In addition, Hogarth, a production company, created a video capturing the reactions of cancer patients, further enhancing the impact of the sound presentation.
Dr. Conor Evans, associate professor at Harvard Medical School Wellman Center for Photomedicine, Massachusetts General Hospital said: “Like all cells, there is an inherent motion and vibration within cancer cells. 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.”
“The Most Beautiful Sound” is the outcome of a collaborative and innovative partnership driven by Health@WPP, a community of agencies within WPP that cater to clients in the healthcare sector. The sound, alongside additional information, can be found here.