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Creative Award
New York, United States
American Society of Clinical Oncology - "The Most Beautiful Sound - Board" by ANDY Awards 2024

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TitleThe Most Beautiful Sound - Board
Agency
Campaign The Most Beautiful Sound
Advertiser American Society of Clinical Oncology
Brand American Society of Clinical Oncology
Date of First Broadcast/Publication 2022 / 4
Business Sector Disease Awareness, Support Groups & Associations
Story Scientific studies have shown that the diagnosis of cancer itself can lead to clinical stress, weakening of immune responses, and the inability to fight back against cancer.  

To build resiliency and hope in patients, we captured something new for patients to hear —the sound of cancer cells dying and translated these data into sounds patients could listen to.
Philosophy We formed an exclusive research agreement and 2 year, scientifically-validated study with Harvard Medical School. For the first time ever, the study isolated cancer cells (from different cancers) at the precise moment of apoptosis and captured its sound to help millions of people fighting cancer. We used a microscopy technique known as stimulated Ramen Scattering to image the microscopic details of cells and tissue via their inherit molecular vibrations. Then, we isolated cancer cells at the precise moment of apoptosis by projecting laser beams of different colors onto cells. When the energy difference between these colors matched the molecular vibration, we can see where molecules containing that vibration reside. This allowed us to map chemicals across space and time in cells and follow processes such as cells such as cell growth and cell death. This data and the inherit frequencies of the cells were translated into high fidelity sound and shared with patients.

We then worked with Berklee School of Music to translate the sounds into inspiring musical album. In collaboration with the Berklee School of Music, Cancer Dojo and Clinical Nurse Specialists and leading oncologists, we are conducting a pilot sound therapy program available to hospitals, universities, patients, and caregivers. After studying thousands of cancer molecules and collecting millions of data points, Harvard Medical School has published the results from the study. It is also available on Cancer Dojo, an app that empowers cancer patients to play an active role in their recovery to make them more resilient to the negative effects of the disease; it will also be available for download on themostbeautifulsound.org. The Most Beautiful Sound has also launched with a website, radio ad, film, and will be a major presence at the ASCO convention.
Media Type Case Study
AI Description The advertisement features a captivating concept of transforming cancer cell apoptosis into sound, aimed to bring hope and empowerment to patients. It highlights the collaboration between scientists and musicians, including Harvard Medical School, to capture the precise sound of cancer cells dying. The visual aesthetic is a blend of emotional and clinical elements, depicting patients with headphones on, seemingly experiencing peace or renewal. The ad emphasizes the innovative process and its inspiring potential, portraying it through bold and clean imagery and visuals. The distinct graphics display the resonance and visual metaphor of sound waves emanating from individuals' headphones, reinforcing the concept of beauty through scientific achievement and empathy.
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