Round 2 of 8: October

Matt Clack.

CREATIVE LEAD, GOOGLE BRAND STUDIO

Matt Clack is a creative director (not a data analyst or scientist) with an amazing track record of creating highly innovative, award-winning campaigns. He loves thinking about how data can shape and influence the way we communicate, innovate and change the world. Currently, he works as a Creative Lead in the Google Brand Studio in San Francisco alongside a team of other talented creatives, strategists and developers. His work has been internationally recognized by the One Show, Cannes Lions, the Webby's, D&AD, and ADC for work with clients like Nike, Burberry, Google, and Coke.

Brief: “Cure Cancer”

Amazing things happen when we harness the power of data and transform it into solutions to the world’s most challenging problems – the globe gets mapped, the nearest Pokemon gets caught, and diseases get cured. These feats, big and small, take huge amounts of aggregate information. If we can’t find a good source for that data, it just won’t happen.

MEDICAL DATA & CANCER:

Medical data is no exception. If scientists knew what variant genes in human DNA cause cancers to start growing we could better tell who is at risk and how to prevent and treat the disease. Today, researchers know only a fraction of those variant genes because they lack access to crucial genetic data. It takes everyone’s data to unlock an answer. We can’t just learn from the sick, we need to understand why healthy people develop cancer too. With enough medical data, we could provide solutions for cancer, provide custom treatments for everyone. The solution is within reach.

OUR CULTURE & INFORMATION:

A federal rule helps all of us protect our personal medical data and keeps it from being released without our consent. So why aren’t we giving the consent to let researchers use our anonymous, aggregate data to cure cancer?

Let’s be honest, technology is moving fast. It’s changing the way we live every day. It’s raising new questions all the time about how our data is used and whether it’s safe. We don’t understand what things like “aggregate” and “anonymous” mean, we see security breaches happen, and we worry about how the data will impact us in the future. It makes it so hard to feel comfortable sharing our information. However, our collective medical data is the key to finding the solution.

THIS IS WHERE YOU COME IN:

What big message do you need to communicate to show everyone that data can solve the big “C”? What would you need to tell yourself to convince you to be more open about this important personal data? Create a pitch for a film, print campaign, installation, social experiment, or something else that helps viewers understand the power of data and how sharing their medical data could help cure this seemingly incurable disease.

Please create a 5-10 page Google Slides Presentation or 1 min video as your submission.

REFERENCES:

https://www.bloomberg.com/view/articles/2016-01-28/how-better-data-can-cure-cancer

http://www.usnews.com/news/blogs/data-mine/2014/10/15/can-big-data-cure-cancer

http://fortune.com/2014/07/24/can-big-data-cure-cancer/

http://www.hhs.gov/hipaa/for-professionals/privacy/index.html

TED Talk - https://www.youtube.com/watch?v=IWu6XWzbPBs

Brief Deadline: 11:59pm Pacific Daylight Time (Los Angeles Time) October 31st 2016