British holding group WPP has partnered with Amazon Music to unite some of the world’s top recording artists to harness the power of music for World Cancer Day.
With creative development from WPP’s Grey Health, talent marketing agency FIMI Group, and the Amazon Ads Brand Innovation Lab, ‘Louder Than Music’ will raise awareness through a dedicated playlist featuring the likes of Melissa Etheridge and Imagine Dragons.
This latest push will build upon Grey Health’s “The Most Beautiful Sound” campaign, which captured the sound of cancer cells being destroyed for the first time ever, in a bid to offer hope to sufferers globally.
“Cancer treatment can save lives, but music has a unique power—it reaches the heart in ways medicine alone cannot,” said Grey Health New York ECD, Bruno Rebelo.
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It connects to our emotions, bringing comfort, strength, and hope when we need it most. We’re incredibly proud of this collaborative effort and its potential impact.”
For every stream of the songs in the playlist, Amazon Music will donate US$ 1 (up to US$ 100,000) to Conquer Cancer, the ASCO Foundation, through the tech brand’s Stream It Forward Programme to amplify the impact of this initiative.
WPP Health chief client officer, Wendy Lund said: “We are so honoured to work with Amazon Music and Amazon Ads on this monumental campaign to take the message of hope and resilience to patients and their caregivers in search of progress in this scourge of a disease.”
“By integrating the sound of cancer cells being destroyed into powerful musical tracks, we are offering a tangible symbol of progress and a source of inspiration for those facing this extremely challenging journey.”
