The Most Beautiful Sound
The beautiful sound of a cancer cell being destroyed
Grey Health and the American Society of Clinical Oncology capture the first-ever sound of cancer cells being destroyed to create ‘The Most Beautiful Sound’Every day in the US, 5,250 people hear the words “You have cancer". Scientific studies have shown that the diagnosis itself can lead to clinical stress, weakening the body’s immune response and ability to fight back against cancer.
Famous
To build resiliency and hope in patients, we captured a breakthrough sound in oncology—the sound of cancer cells being destroyed. We partnered with Harvard Medical School to conduct a 2-year, scientifically validated study that isolated cancer cells from different cancers at the precise moment of apoptosis and, for the first time ever, captured its sound.
The Most Beautiful Sound is an open-sourced sound therapy that is being used by hospitals, universities, and caregivers to empower patients in their fight against cancer. At themostbeautifulsound.org, patients can download the sounds of cancer cells being destroyed and hear real survivor stories.
Effective
Presented to the scientific community at the world's biggest oncology convention, ASCO 2023, the project received a standing ovation from more than 50,000 oncologists.
Chosen by endpoints news as a highlight at ASCO 2023
Over 250k organic impressions including coverage
Globally covered including coverage in Australia, Brazil, Portugal, and the Middle East
Award recognitions include the Grand Award at the New York Festivals, as well as two Cannes Lions, including Gold for Innovative Use of Technology; four Clio Health Awards, including Gold for Audio Craft; six London International Awards, including a Grand LIA; and a Gold Andy.
The Most Beautiful sound for ASCO was creatively led by Grey Health, with the Health@WPP community (including BCW, CMI Media, GCI Health, Hogarth, Ogilvy Health, TANK Worldwide, VMLY&R Health and Wunderman Thompson Health) have made the overall experience and sound available to all healthcare professionals, caregivers, patients, and others who want to use or study the audio as an element of cancer care and coping interventions. More information can be found here.