WPP, Amazon Music Partner On 'Louder Than Cancer' Campaign


Amazon Music and WPP today unveiled “Louder Than Cancer,” a groundbreaking initiative uniting more than three dozen top global artists to harness the power of music in recognition of World Cancer Day (Feb. 4). 

In addition to the artists, the effort is a collaboration among WPP's Grey Health, talent marketing agency FIMI Group, and the Amazon Ads Brand Innovation Lab.  

The effort includes a playlist of songs by the participating artists which is interwoven with personal stories from artists like Melissa Etheridge, Scotty McCreery, H.E.R., Lainey Wilson, The Head and The Heart. 

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For every stream of the songs in the playlist, Amazon Music will donate $1 (up to $100,000) to Conquer Cancer®, the ASCO Foundation, through the Amazon Stream It Forward Program, further amplifying the impact of this initiative. 

The new initiative follows “The Most Beautiful Sound” campaign, a 2023 joint effort of WPP and the American Society of Clinical Oncology which captured the sound of cancer cells being destroyed for the first time. It is used as a sound therapy to help patients understand how chemotherapy and medication impact cancer cells. More broadly it is a symbol of hope and progress in the fight against cancer.  

The sounds of cancer cells dying are also integrated into the Louder Then Cancer Playlist which can be found here.  

Also part of the campaign: Amazon Music worked with the Amazon Ads Brand Innovation Lab to create a piece of customizable merchandise that features all the artists participating in the initiative. The design on the front of this shirt merges the imagery of a cancer cell being destroyed with a dynamic sound wave.  

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