Louder Than Cancer
Advertising / Art Direction / UI/UX Designer
"You have cancer." Those three words are a whisper in volume but crash into a person's life with the force of a tidal wave, drowning out all other sounds. For the one in three people who hear this diagnosis daily, cancer is an all-consuming noise. It's a constant, intrusive presence that drowns out the sounds of normal life.
The initiative stemmed from an innovative project called The Most Beautiful Sound: working with Harvard Medical School, scientists used advanced laser technology to record the molecular vibrations of breast and lung cancer cells as they were destroyed. These vibrations were then converted into audible sounds. Our ask was to scale this scientific achievement and integrate the innovation into popular culture, ensuring it reached a broader audience of cancer patients and their supporters.
Louder Than Cancer Album on Amazon Music
We turned the sounds of cancer cells being destroyed into a rallying cry and chorus of hope. To share this sound with as many people as possible, we partnered with Amazon Music and united music's biggest stars, including Imagine Dragons, H.E.R., Melissa Etheridge, and Jason Aldean. Together with 39 artists, we blended their voices with 'The Most Beautiful Sound,' creating an anthem that drowns out cancer's deafening whisper and proves that together, we are louder than cancer.
The Most Beautiful Sound
Activations
Louder Than Cancer website
Louder Than Cancer website
Louder Than Cancer website
Fire TV Custom Landing Page
Voice-designed Merch on Demand drove additional funds for Cancer Research
Fans are able to record the name of a loved one they want to celebrate, remember, or empower and generate a one-of-a-kind, personal design that they can immediately add to their cart and order.
Fans who purchase a shirt from the Louder Than Cancer campaign help fund lifesaving research and vital programs through Conquer Cancer.
Time Square Billboard
Custom integrations across Fire TV, Amazon Music, Merch on Demand, Times Square and Amazon.com drive fans to a unique ‘Louder Than Cancer’ Amazon Music playlist where top musicians share their personal stories related to cancer. Here, fans can “listen to donate” because for every stream of the playlist, Amazon Music will donate $1 to Conquer Cancer®, the ASCO Foundation, through Amazon’s Stream It Forward.
Personalized T-shirt: Back
Personalized T-shirt: Front
On World Cancer Day 2024…
For launch week, a Time Square billboard featuring artists from the campaign and a QR code to "Donate by Listening".