2023 Art Director's Club Awards
Health - Artificial Intelligence: Process
Silver Cube
Paintings of Hope
Patients and A.I. join forces to change legislation in Spain
- Oficina
- Spain
Metastatic breast cancer (MBC) – is the most common cause of breast cancer-related deaths. VML Health and Gilead created the ‘Paintings of Hope’ exhibition that had such an impact - it changed legislation.
Using a ground-breaking AI technology and creativity the team brought the feelings and hopes of patients to the attention of the authorities in Spain and the health community at large. The campaign caught the attention of the medical community as well as the people of Spain and Europe at large. As a result the laws in Spain were changed allowing Spanish women to access treatments at the same rate as their European counterparts.
VML Health and Gilead created the ‘Paintings of Hope’ exhibition to demonstrate that there’s still plenty of life in patients with mTNBC despite their prognosis.
Paintings of Hope shows the more emotional side of AI. It also demonstrates the meaningful outcomes that we can achieve when creativity and technology combine for a purpose
While breast cancer is one of the world's most frequently diagnosed cancers, secondary breast cancer – or metastatic breast cancer (MBC) – is the most common cause of breast cancer-related deaths. Despite high levels of support for breast cancer, awareness, understanding and research into secondary forms of the disease is much lower. Furthermore, MBC patients in Spain were denied access to critical treatments due the country’s longer drug approval times (when compared with the rest of Europe). With survival rates so low, every day waiting for treatment matters.
With survival rates so low, waiting for treatment for breast cancer costs lives.
VML Health and Gilead created the ‘Paintings of Hope’ exhibition to demonstrate that there’s still plenty of life in patients with mTNBC despite their prognosis.
Using a ground-breaking AI technology and creativity the team brought the feelings and hopes of patients to the attention of the authorities in Spain and the health community at large.
Three mTNBC patients were invited to give their own personal accounts of the realities of living with the disease. AI and sound analytics were used to convert the interviews into sound waves. These waves were interpreted by a specially trained AI robot, which reproduced them on canvases as paintings. Turning the patients’ testimonies into art.
Through a major European exhibition, the campaign raised awareness of inequities in access to medicines, and the emotional impact this has on patients. “Paintings of Hope” helped change the laws in Spain, ensuring approval times were brought in line with the European benchmarks. The legislative change gives MBC patients faster access to vital treatments.
