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Patients can now listen to their cancer's demise via The Most Beautiful Sound, MitoQ targets stress at a cellular level, and why nearly half of Chinese consumers are boycotting foreign brands.

The Most Beautiful Sound campaign lets patients hear cancer's demise

The Most Beautiful Sound by Grey Health & Wellness, US

US – The Most Beautiful Sound is an innovative new project from healthcare-focused advertising agencies WPP and Grey Health & Wellness that captures the mesmerising process of cancer cells dying and translates it into a first-of-its-kind auditory experience.

Developed in collaboration with the American Society of Clinical Oncology (ASCO) the campaign aims to enhance cancer patients' understanding of how their medication or chemotherapy affects cancer cells.

Led by Dr Conor Evans of Harvard Medical School, researchers used stimulated Raman scattering microscopy to isolate and precisely measure the movements of breast and lung cancer cells at the moment of their demise. These intricate cellular movements were then transformed into audible sounds.

At a recent ASCO meeting, a dedicated listening station provided attendees with the opportunity to immerse themselves in captivating audio and watch an emotional video capturing the profound moments when cancer patients heard the sounds for the first time.

We recently explored how innovative technologies are transforming complex healthcare processes into immersive experiences. As one in 2 men and women will be diagnosed with the disease at some point in their lives in the UK (source: British Journal of Cancer), there is a growing need for a marketplace that provides tools and services that make healthcare journeys more accessible, understandable, and empowering.

Strategic opportunity

Healthcare industry players should blend creativity, science and tech. Consider investing in VFX developers, music producers, artists and writers to create immersive experiences that make the healthcare journey uniquely engaging and reflective of your brand

MitoQ's new dietary supplement targets stress at a cellular level

MitoQ, New Zealand MitoQ, New Zealand
MitoQ, New Zealand MitoQ, New Zealand

New Zealand – MitoQ, a New Zealand-based cell health company, has announced the introduction of MitoQ Adrenal +Balance, a formulation of proven actives that addresses everyday stress at the cellular level to help balance cortisol levels.

MitoQ’s research found that more than 50% of people surveyed reported fatigue, feeling overwhelmed, problems sleeping and lack of mental clarity as top stress-related issues. Our modern lifestyles - often consisting of work, poor sleep and unbalanced diets - cause stress, and this impacts the adrenal glands which are central to the mediation and production of cortisol, our stress hormone. MitoQ’s new ingredient targets cell stress within the mitochondria and improves energy, increases exercise recovery, and promotes healthy ageing while also managing emotional stress and balancing cortisol levels.

Our upcoming Beauty, Health & Wellness online event (taking place on 27 June from 4:30pm to 5:30 pm BST) will also dissect the importance of cellular wellbeing and its correlation to ageing. Additionally, in line with MitoQ’s research, we will evaluate how stress and poor mental health affects not only the ageing process but also the motivation people have to live elongated lives.

Strategic opportunity

Treatments for stress represent a large market for all healthcare industry players given the rise in awareness and diagnosis of burn-out, anxiety and depression among Millennials and Gen Z. Investing in R&D is crucial to respond to this growing demand with innovative treatments such as MitoQ Adrenal +Balance benefiting mental wellbeing

AI tool combats gender bias in fairy tales

LEGO’s Laundrette of Dreams by Yinka Ilori. Photography by Mark Cocksedge, UK LEGO’s Laundrette of Dreams by Yinka Ilori. Photography by Mark Cocksedge, UK

Researchers from Northeastern University, University of California Los Angeles, and IBM Research have developed a tool to analyse gender biases and stereotypes in fairy tales.

After gathering character names, genders, and events from a diverse collection of hundreds of stories, such as Cinderella, Snow White and Sleeping Beauty, the study analysed a total of 33,577 events. Some 69% were associated with male characters, while 31% were linked to female characters. The latter were often depicted in domestic tasks, while their male counterparts experienced success, failure or aggression.

Using this data, the researchers created a sophisticated natural language processing tool able to identify bias in event chains. Writers can upload their first drafts into this sensitivity check tool and receive a score indicating the level of bias in their work. The tool not only identifies biases but also offers suggestions for improvement, which the researchers hope will foster the creation of more inclusive stories for children.

We recently explored the optimistic applications of AI, particularly its ability to identify and question human patterns. With its super-fast processing capabilities, AI can serve as a valuable tool and help us build stories and processes featuring more inclusive perspectives.

Strategic opportunity

AI is a valuable tool for identifying blind spots. Consider how to integrate similar sensitivity check tools into your business to set new standards of inclusivity in everything from your website copy to your advertising campaigns and internal D&I policies

Stat: Hostility to foreign brands on the rise among Chinese consumers

Raf Studio for Glass magazine, China Raf Studio for Glass magazine, China

China – Mainland China’s recent reopening, following the lifting of lockdown and the end of the travel ban, has renewed foreign brands’ interest in its consumer market. But Chinese consumers might not be that welcoming. A new study by Morning Consult states that 43% of Chinese adults report having previously boycotted a foreign brand. The country’s youngest generation of adult consumers is the most likely cohort to say they have done so (47%).

The reasons given for this hostility are primarily unethical behaviour from the business (cited by 33%), such as perceived prejudice against Chinese consumers, and geopolitically relevant concerns. Some 32% of respondents said they had boycotted a brand whose spokesperson criticised the Chinese government. In tune with the Guochao (national trend) movement, Chinese consumers increasingly seek local cultural aesthetics in all markets. Morning Consult reports nearly three in 10 Chinese adults cited a preference for local brands over foreign ones as having driven their boycott decisions.

As analysed in State of Luxury: Post-Lockdown China and the Chinese Outdoor Fashion Market, citizens in mainland China have emerged from lockdown with new consuming behaviours, including a newfound interest in their local designers, know-how, travel spots and leisure.

Strategic opportunity

Western brands eyeing the Chinese market must consider channelling Guochao with an authentic vision rather than through a culturally appropriative gaze

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