We recorded the sound of cancer cells dying, and played it for the people fighting it.
A campaign for the American Society of Clinical Oncology. Researchers at Harvard Medical School measured cancer cells at the moment they died, and that movement was turned into sound.
Who was watching
People in cancer treatment, and the oncologists treating them. A diagnosis brings a kind of stress that wears people down, and the campaign was built to give patients something to hold onto besides statistics.
What we made for them
A two-year study with Harvard Medical School captured breast and lung cancer cells as they died, and Berklee College of Music helped turn the movement into sound. Patients heard it for the first time on headphones, on camera. The sound is open source, so hospitals, universities, and caregivers can use it as sound therapy, and anyone can listen at themostbeautifulsound.org.
What they did
It premiered at the ASCO annual meeting in 2023, where more than 50,000 oncologists gave it a standing ovation. It picked up more than 250,000 organic impressions, a Gold Lion at Cannes, a Gold Clio Health, and a Grand Award at the New York Festivals.
If you have a channel nobody is watching yet, I would like to hear about it.