WPP & Amazon Music bring top music artists together in the fight against cancer

Making one fund raising voice heard in the inevitable crowd is a daunting task for creative agencies. Add the challenge of a cost -of-living catastrophe for most households and outside the square thinking is not an option but a must.

WPP’s Grey Health has thought outside the square of fundraising campaigns, teaming up with Amazon Music Ads Brand Innovation Lab and talent marketing agency, FIMI Group. The partners have created Louder Than Cancer around World Cancer Day, an initiative that uses the appeal of top global artists and the power of music. The campaign also builds on, and recalls, the impactful, The Most Beautiful Sound, campaign, that captured the sound of cancer cells being destroyed for the first time ever, offering an inspiring symbol of hope and progress in the fight against this disease.

WPP and the American Society of Clinical Oncology: Bask in the sound of cancer cells being destroyed

Louder Than Cancer uses to music to create hope for millions increasingly affected by cancer and raise awareness through a dedicated Louder Than Cancer Amazon Music playlist featuring a range of established and emerging artists including Melissa Etheridge, Imagine Dragons, H.E.R., and Blake Shelton. 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 Amazon Stream It Forward Program, amplifying the impact of this initiative.

“Late last year, my mother was diagnosed with lung cancer. We were very blessed that they caught it early and she got surgery in February to remove part of her lung. She’s been such a warrior, such a fighter,” stated music artist, H.E.R. “I’m so proud to call her my mom and I’m proud to join the fight against this affliction through Louder Than Cancer.”

Each track on the playlist is interwoven with powerful personal stories from artists such as Melissa Etheridge, Scotty McCreery, H.E.R., Lainey Wilson, The Head and The Heart, and the very sound of cancer cells being destroyed – that was first launched in The Most Beautiful Sound. Bringing The Most Beautiful Sound into the new campaign, Amazon Music worked with the Amazon Ads Brand Innovation Lab to create a piece of custom 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, symbolising the fight against cancer through music as a universal language. People will be able to customise each piece of merchandise, changing the soundwave in real time by speaking through a special tool. The back design features an inspiring lineup of artists and brands who have joined the Louder Than Cancer movement. Customise your merchandise here.

“Louder Than Cancer is a powerful demonstration of what it means to pair innovation with worthy social causes. We were thrilled to work with Amazon Music, WPP, and musicians around the world to bring hope to so many people impacted by cancer,” stated Kate McCagg, director, Brand Innovation Lab, Amazon Ads.

The Amazon Ads Brand Innovation Lab is also amplifying the Louder Than Cancer campaign with a custom landing page on Amazon.com, placements across FireTV, and a billboard in Times Square in New York City.

“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,” added Wendy Lund, chief client officer, Health@WPP. “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.”

“We’re incredibly excited to come together with artists from around the globe to support this impactful initiative,” stated Andre Stapleton, global head of artist & label relations and head of music for North America at Amazon Music. “Music has the power to connect, inspire, and heal. We believe this campaign and the incredible artists we’ve been fortunate to work with will make a meaningful contribution in the fight against cancer by bringing awareness and fundraising to help find a cure for this terrible disease.”

“Cancer treatment can save lives, but music has a unique power—it reaches the heart in ways medicine alone cannot. It connects to our emotions, bringing comfort, strength, and hope when we need it most,” shared Bruno Rebelo, executive creative director of Grey Health New York. “We’re incredibly proud of this collaborative effort and its potential impact.”

“Cancer is a fight that touches nearly everyone,” said Bruce Flohr, partner at FIMI Group and EVP at Red Light Management. “By partnering with the artist community, we believe this campaign will have a global impact raising awareness that music is louder than cancer. This is a chance to make a real difference through the power of music and connect with fans on a deeper level.”

The Louder Than Cancer playlist is now available on Amazon Music at https://amzn.to/LouderThanCancer.

Here is a full list of Louder Than Cancer participants: