London, England – Amazon Music and WPP have launched “Louder Than Cancer,” a campaign that brings together global artists to raise awareness for World Cancer Day. Developed with creative input from WPP’s Grey Health, talent marketing agency FIMI Group, and the Amazon Ads Brand Innovation Lab, the initiative uses music to highlight the impact of cancer and support those affected.
The “Louder Than Cancer” initiative builds on “The Most Beautiful Sound,” which first captured the sound of cancer cells being destroyed as a symbol of hope and progress. It raises awareness through a dedicated Amazon Music playlist featuring artists like Melissa Etheridge, Imagine Dragons, H.E.R., and Blake Shelton.
Each track incorporates personal stories from artists such as Melissa Etheridge, Scotty McCreery, H.E.R., Lainey Wilson, and The Head and The Heart, alongside the recorded sound of cancer cells being destroyed. First unveiled at an oncology conference in June 2023, this sound now gains new meaning through music.
Speaking on the campaign, American singer-songwriter H.E.R. said, “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. I’m so proud to call her my mom, and I’m proud to join the fight against this affliction through ‘Louder Than Cancer’.”
Andre Stapleton, global head of artist & label relations and head of music for North America at Amazon Music, also said, “We’re incredibly excited to come together with artists from around the globe to support this impactful initiative. 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.”
Expanding on Grey Health’s creative for “The Most Beautiful Sound,” Amazon Music and the Amazon Ads Brand Innovation Lab also created custom merchandise featuring artists from the “Louder Than Cancer” initiative. The front design combines an image of a cancer cell being destroyed with a sound wave, while the back lists participating artists and brands. Customers can personalise the sound wave using a special tool.
Furthermore, the Amazon Ads Brand Innovation Lab is expanding the campaign’s reach through a custom landing page on Amazon.com, placements on Fire TV, and a billboard in Times Square.
“‘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,” said Kate McCagg, director of Brand Innovation Lab at Amazon Ads.
“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. We’re incredibly proud of this collaborative effort and its potential impact,” added Bruno Rebelo, executive creative director of Grey Health New York.
The “Louder Than Cancer” playlist is now available on Amazon Music. For every stream, Amazon Music will donate $1 (up to $100,000) to Conquer Cancer®, the ASCO Foundation, through the Stream It Forward Program.
Bruce Flohr, partner at FIMI Group and EVP at Red Light Management, commented, “Cancer is a fight that touches nearly everyone. 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.”
Wendy Lund, chief client officer at Health@WPP, also shared, “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.”
