What the WARC 100 can learn from neuroscience – Warc

LONDON: The worlds most effective campaigns highlighted in the WARC 100 are doing many things right, but there is plenty of room for improvement, according to an industry figure.

Writing in the current issue of Admap, Heather Andrew, CEO of Neuro-Insight, outlines the extent to which previously identified key creative factors associated with long-term memory encoding are evident among campaigns in the 2017 WARC 100 where television advertising played a key role.

We found that, while almost all the winning campaigns consistently exploit some of these [six] key creative drivers, there are others that represent potential missed opportunities; and one factor to which even the strongest campaigns can be vulnerable, she reports.

The three factors that brands in the WARC 100 consistently exploited revolved around aspects of storytelling, including showcasing rather than overtly selling, making the brand intrinsic to the storyline, and having strong levels of interaction between characters all of which help drive memory encoding.

But Andrew identifies two areas that brands could better exploit: music and rhythm.

The highest levels of brain response are elicited by music that is perceived to drive the action, she notes, but many WARC 100 campaigns used a recessive soundtrack one that is present but which doesnt produce a higher response or which may even be a distraction that can have a negative effect on overall brand impact.

Effective use of breaks and pauses to direct the brain to key parts of the narrative elicit 20% higher memory response at key branding moments, but Andrew finds that many WARC 100 ads had an even rhythm with little contrast not necessarily a problem but potentially a missed opportunity.

More seriously, she warns that many run the risk of being damaged by conceptual closure when the brain pauses for a moment to process an aha! moment and for a second or so is unreceptive to new information.

Examples included taglines that sum up a story just prior to end branding, or executional details that act as a cue that the story is over before it actually is over.

The road to the WARC 100 is almost certainly littered with ads where great creative has failed to make a real-world impact as a result of conceptual closure, resulting in an ad that people love without ever being able to remember what brand was being advertised, Andrew says.

Data sourced from Admap

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What the WARC 100 can learn from neuroscience - Warc

Embryology, LEGOS AND geocaching among activities at Youth Building – Uniontown Herald Standard

Visitors to the Youth Building during this years Fayette County Fair at the Fayette County Fairgrounds in Dunbar Township will have opportunities to see an embryology project, build Lego structures that reflect local landmarks and participate in geocaching as well as learn about 4-H.

Jennifer Deichert, Penn State Extension assistant, explained this years programs are being set up to run in blocks of time to allow fairgoers more flexibility to stop by anytime during these segments to learn about the subjects being presented.

The embryology project, which will be available in an area of the building throughout the fair, teaches life development. The project, which has been undertaken in several local schools through the years, uses chicken eggs that hatch into young chicks.

A program called Explore Embryology with 4-H will be available from 3 to 6 p.m. Friday, July 28 where presenters will be able to explain the process and answers questions to those who visit.

Well let them look at the little chicks and talk about opportunities in 4-H, said Deichert.

Explore Geocaching with 4-H will be presented with Williams Energy from noon to 4 p.m. July 31 to Aug. 4. Geocaching is a hobby in which a participant uses a GPS to search for hidden items called geocaches. Deichert said participants will learn how to geocache to find sites and exhibits throughout the fair.

Steel City LEGO User Group returns with building activities from 10 a.m. to 7 p.m. Sunday, July 30.

Im real excited. (Steel City LUG founder) Josh Hall will be here on Sunday with challenges that relate to something in the Laurel Highlands, Deichert said.

Without revealing specific commands, those challenges include:

Jumonville cross Participants will be asked to make a replica of the Great Cross of Christ that is a local landmark at this Christian camp in North Union Township.

Fallingwater Participants will be challenged to build a cantilever porch based on the concept used at Frank Lloyd Wrights internationally known Fallingwater in Mill Run.

Cave Those participating will be asked to build a cave similar to Laurel Caverns in Farmington, home to Pennsylvanias largest cave.

National Road markers Participants will try building a replica of the markers that denoted miles along the National Road, Americas first federal highway, that runs through Somerset, Fayette and Washington counties in Pennsylvania.

The 4-H Robotics Club will help with the LEGOS program and have their own demonstration from 1 to 2:30 p.m. Sunday, July 30. The club will also host LEGO challenges from 4 to 6 p.m. Tuesday, Aug. 1 and Thursday, Aug. 3.

Carnegie Science Center returns with a liquid nitrogen Make It and Take It activity from 2 to 5 p.m. on Friday, Aug. 4.

Other programs being held in the Youth Building during the fair include:

Explore STEM with 4-H from 3-6 p.m. Monday, July 31, and 2-5 p.m. Wednesday, Aug. 2.

Explore Agriculture and Plant Science with 4-H, 2-5 p.m., Tuesday, Aug. 1; Cloverbud Day: Activities for youths ages 5-8, 2-5 p.m., Friday, Aug. 4 and Explore Health with 4-H, 3-6 p.m., Saturday, Aug. 5.

Agriculture-related videos will run in the Youth Building during the fair.

In addition, GoPro cameras will be available to 4-H members to use for filming a video about the fair. Deichert noted one of this years new clubs is a 4-H Video Production Club.

A Fayette County tourism grant is providing funds for a television with a DVD player to show the agricultural videos as well as 10 GPS units for geocaching, LEGOS for the building challenges and GoPro cameras.

The Youth Building is also the site of the opening ceremony for the 63rd annual Fayette County Fair during which Bill Jackson, fair board president, welcomes the public and introduces fair board members, visiting officials and this years candidates for fair queen. The ceremony takes place at 6:30 p.m. on Thursday, July 28.

4-H clubs will have to set up displays about their clubs, 2-5 p.m., Thursday, and 10 a.m. to 5 p.m., Friday, that will be judged later in competition.

The Youth Building will also hold the popular Pennsylvania Preferred Chocolate Cake and Cookie competition Sunday. Entries are accepted from 9 a.m. to noon with judging at 1 p.m.

On Sunday, the 4-H Robotics Club will have a demonstration, 1-2:30 p.m., while the annual 4-H Fashion Show is scheduled for 3 p.m. and the 4-H Communication Contest is slated for 5 p.m.

4-H entries for a variety of projects are being accepted 8 a.m. to 5 p.m., Monday, July 31, with judging from 9 a.m. to 1 p.m. on Tuesday, Aug. 1.

The LH Literacy Van is slated to visit the Youth Building from 10 a.m. to 7 p.m., Friday, Aug. 4.

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Embryology, LEGOS AND geocaching among activities at Youth Building - Uniontown Herald Standard

Senior IVF Specialist Dr. Sangeeta Jain Participates in ESHRE 2017 in Geneva, Switzerland – PR Newswire India (press release)

NEW DELHI, July 31, 2017 /PRNewswire/ --

Dr. Sangeeta Jain MBBS, MD (Obst & Gynae), Founder, JoyIVF Clinic, attended European Society of Human Reproduction and Embryology (ESHRE) 2017 that took place in Geneva, Switzerland earlier this month.This was the 33rdannual meeting of ESHRE which is aimed at promoting interest in, and understanding of, reproductive biology and medicine. It does this through facilitating research and subsequent dissemination of research findings in human reproduction and embryology to the different stakeholders.

A technical exhibition of pharmaceutical, surgical and laboratory products was organised in the sidelines of the congress. Several Pre-congress Courses were organised by ESHRE's Special Interest Groups on a variety of subjects including male infertility, enhancing endometrial receptivity, embryo transfer process and techniques, etc.

Several industry-sponsored sessions were also part of the programme. Some of the interesting topics included personalizing ovarian stimulation, natural diversity in ART outcome, insulin sensitizers and PCOS, amongst others.

JoyIVF believes that learnings from the annual meeting are valuable to the medical and scientific industry and it is important that they are brought into India.

Dr. Jain has close to 30 years of experience in fertility research and treatment and continues to advance this field. Dr. Sangeeta has had a brilliant career run with gold medals in academics and practice successfully from the past many years. After completing her MBBS and post-graduation in Obestrics and Gynaecology from King George's Medical College, Lucknow, she has been training with distinguished experts like Dr. R. Rajan and Dr. B. N.Chakravarty, the pioneers of India's first test tube baby at Institute of Reproductive Medicine.

She founded JoyIVF Clinic in New Delhi to maintain the set benchmarks in form of fertility services.

About JoyIVF Clinic:

Joy IVF Clinic,in East Delhi under brilliant guidance of Dr. Jain, has been able to achieve its aims with high rates of success. It has been able to help couples from all spheres of life toenjoy and celebrate the emotions attached to parenthood.

For more details, visit:

Joy IVF Clinic – Where dreams are born

Dr. Sangeeta Jain of JoyIVF Clinic participates in ESHRE 2017 in Geneva, Switzerland

Media Contact:Ms. Sucheta Sunderiyalmail@joyivf.com+91-8010790790JoyIVF Clinic

SOURCE JoyIVF Clinic

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Senior IVF Specialist Dr. Sangeeta Jain Participates in ESHRE 2017 in Geneva, Switzerland - PR Newswire India (press release)

KSU professor to receive award from American Physiological Society – Manhattan Mercury (subscription)

Tim Musch, university distinguished professor of kinesiology, and anatomy and physiology, was selected for the 2018 Honor Award from Environmental and Exercise Physiology, or EEP, section of the American Physiologic Society.

This award reflects Muschs stature in the field and his contributions to the EEP section. The Honor Award recognizes a previous or current primary member of the EEP section who is 60 years of age or older and has made significant research contributions to the scientific advancement of environmental, exercise, thermal or applied physiology while making significant contributions to enhancing the objectives of the section.

Musch received his bachelors and masters degrees in physical education from the University of California, Berkeley in 1972 and 1974, respectively. He received his doctorate in exercise physiology from the University of Wisconsin, Madison in 1981, and completed a postdoctoral fellowship in cardiovascular research from Southwestern Medical School in Dallas, Texas, in 1984.

Today, Musch teaches exercise physiology on the Manhattan campus and is the co-director of the Cardiorespiratory Exercise Research Laboratory.

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KSU professor to receive award from American Physiological Society - Manhattan Mercury (subscription)

Smart textiles to assess pilot physiology – TEVO – Textile Evolution (subscription)

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WWU students find octopus study a garden of delights – Walla Walla Union-Bulletin

Id like to be under the sea

In an octopus garden in the shade

Hed let us in, knows where weve been

In his octopus garden in the shade

Ringo Starr, 1969, Octopuss Garden

Its all about octopuses this summer in Walla Walla University assistant professor of biology Kirt Onthanks lab. The images to the right are screen shots from his Octopodium YouTube Channel.

Anyone can follow along with Kirt and his students during the current session at the WWU Marine Biology Station at Rosario Beach in Anacortes, Wash. Subscribe to Octopodium at ubne.ws/2tIyi0Y,which has collections of videos from several seasons.

Kirts bio on the WWU website notes hes particularly interested in ecological physiology and behavioral ecology of marine invertebrates, especially cephalopods (squid, octopus and nautilus fall in this molluscan class).

All living things must bring to bear specific physiological adaptations to survive and thrive in the environments in which they find themselves. I am particularly interested how cephalopods physiology, which is similar to that of slugs, snails and clams, has enabled this group of marine invertebrates to be active, mobile predators that compete with vertebrates. I am also interested in adaptations, behavioral and physiological to dynamic, changing environments, such as hydrothermal vents, he said in his bio.

Etcetera appears in daily and Sunday editions. Annie Charnley Eveland can be reached at annieeveland@wwub.com or afternoons at 526-8313.

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WWU students find octopus study a garden of delights - Walla Walla Union-Bulletin

Fit For You: Men vs. Women in Endurance Sports – WUWM

Lake Effect's Audrey Nowakowski with Dr. Sandra Hunter of Marquette University's Exercise Science Program.

The battle of the sexes has been long documented - especially in sports. Women have made tremendous strides in both novice and professional competitions, but the question of attaining a truly even playing field remains uncertain.

When it comes to sports performance, things are not equal. Men are generally stronger and faster than women thanks to their physiology. However there have been claims made over the years that the longer an event goes -- think ultra-marathon or even longer -- the more advantages women have over men.

Women have broken through to either win or set records in major endurance competitions such as ultramarathons, World's Toughest Mudder, and the Trans Am. But are these victories exceptions rather than the rule? Dr. Sandra Hunter of Marquette University's Exercise Science Program has been studying the sex differences in sports for more more than two decades - long enough to compile a great deal of data.

She states that overall, in most sports that require power or some type on endurance, the best men will always outperform the best women. There is overlap where a lot of women can perform better than men, says Hunter, but "in terms of endurance, the maximal oxygen consumption - that capacity for men is better due to larger hearts, bigger muscle mass, more hemoglobin, and less body fat to carry."

If women aren't competing at the same rates and the participation is less, we really won't and don't understand the true physiological sex differences and what's relevant for women.

Hunter notes that there is about a 10-12% difference in world records between men and women across the board. "That's just the bottom line, and it's always going to make it difficult for women to outdo men."

Her researchshows that while men may succeed more in endurance sports, women are less fatigue-able than men if you get them to perform a very particular exercise at the same intensity as a man. Women's arms and lower limb muscles consistently outperform men's due to the different makeup of muscle fibers. "Women on average have more fatigue resistant muscle fibers then men," says Hunter.

There are two approaches to understanding the sex difference, according to Hunter: one is to bring men and women into the research laboratory to research physiology, and the other approach is to take real-world performance data and try to understand physiology based on that data.

The latter method of research is not as accurate because the records of women's performances in sporting events have not been compiled as long as men's. Hunter notes that women could not officially compete in marathons until the 1970s, therefore the amount of records compiled is clearly not equal.

"The reality is you get less women and less men competing in those [endurance] events, so you get more of these anomalies that occur," notes Hunter.

She also states that women are not studied or included in research as often as men. This not only has big implications for sports research, but for medical research as well. Hunter says that some male researchers she has met express their reluctance to study women because they are uncomfortable in dealing with menstrual cycles. She says the menstrual cycle in fact has very little impact on a woman's performance.

"The differences across the menstrual cycle for a woman...are much less than the differences between men and women," Hunter explains. "They're just small fluctuations and they really have very limited effect on some of the more pertinent issues of strength and fatigue-ability. So I think it's more perception and that we just have got to start including women more than men in a lot of these studies."

Another claim Hunter has proven wrong is the notion that men are more competitive than women. "We do studies in my lab where we actually measure the ability of the brain to activate the muscle, and there's zip differences between men in women. That in fact women are equally motivated to perform maximal contractions just as much as men are," says Hunter. She notes that women try just as hard as men, but women also historically have had fewer opportunities to participate in exercise and some sports events such as the marathon. Hunter adds that women in general tend to participate less in exercise than men, although it's not clear why. It could be attributed to the myriad of other responsibilities and priorities that men may not share in their daily lives.

It's not like women are less than men or men are less than women. I talk about this not because I think women are more important, but because they're just as important.

Just as motivation doesn't differ between the sexes, nor does the age at which men and women peak in performance. According to Hunter, the average age of peak performance is 29 for both men and women. She came upon this discovery after a Runners World journalist asked her about age and performance after the 2008 Beijing Olympics - the woman who won the marathon was 38 years old while the man was only 21 years old.

Hunter says the real issue is not about definitively proving which sex is "better" through physiological tests. The bottom line is "if women aren't competing at the same rates and the participation is less, we really won't and don't understand the true physiological sex differences and what's relevant for women."

Only time will tell whether the sex difference can be measured appropriately once men and women are equally incorporated in competitive sports. "Then we'll really see what those differences are," says Hunter. "And those differences should be celebrated. It's not like women are less than men or men are less than women. I talk about this not because I think women are more important, but because they're just as important. And I think that is a really key thing to remember."

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Fit For You: Men vs. Women in Endurance Sports - WUWM

Ursinus College gets biochemistry grant from National Science foundation – The Times Herald

COLLEGEVILLE >> U.S. Rep. Ryan Costello, R-6th Dist., visited Ursinus College on July 6 to announce a National Science Foundation grant.

The grant was in the amount of $28,531 for the project, Collaborative Research, which is researching using protein function prediction to promote hypothesis-driven thinking in undergraduate biochemistry education.

Costello, a member of the STEM Caucus, had the opportunity to meet with Rebecca Roberts, an associate professor of biology, and biochemistry and molecular biology at Ursinus College, as well as several students to hear about their research projects.

Im pleased to see students in our community will benefit from a grant that will enable first-hand experiences to encourage them to think like a scientist and, in turn, explore opportunities in STEM education. This grant will also help faculty understand how students learn from these techniques, Costello said in a prepared release.

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I am aiming to provide even greater opportunities for Ursinus students to experience authentic research by bringing research into their courses. As part of a collaboration with faculty from across the country, I have helped develop a project that challenges students to discover functions for proteins of known structure but with currently unknown function. This grant from the National Science Foundation will allow us to continue to engage our students in this project and to evaluate the impact of the experience on their growth as scientists, said Roberts.

Costello recently signed a bipartisan letter to the House Appropriations Committee requesting robust, continued funding for the NSF in the upcoming 2018 Fiscal Year, and has introduced and supported several pieces of legislation to support students who choose STEM fields.

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Ursinus College gets biochemistry grant from National Science foundation - The Times Herald

Geneticist and Rockefeller emeritus Peter Model dies at 84 – The Rockefeller University Newswire

A champion of modern molecular genetics, Model asked questions that changed the way research was conducted. (Photo by Ingbert Grttner, 1988)

Peter Model, an emeritus faculty member who spent the major part of his career at The Rockefeller University, died on June 9 at the age of 84, after a brief period of declining health. Model used genetics, biochemistry, and molecular biology to study the f1 phage, a type of virus that infects Escherichia coli bacteria. His work provided valuable details about the way genes express themselves and control one another.

Peter brought an incisive, inquisitive mind to his research, and was often responsible for the astute question that would push an investigation in the right direction, noted Rockefeller President Richard P. Lifton in a message to university faculty and staff. He enjoyed the camaraderie of his fellow scientists, served as an informal mentor to many junior faculty members who sought his advice, and was an active member of the Rockefeller community until very recently.

Born in Frankfurt in 1933 during the rise of the Nazis, Model and his parents escaped in 1942 to settle in New York. As a young man, he studied economics at Cornell University and Stanford University, served in the United States Army as a first lieutenant, and worked in his fathers investment banking business for a period before earning a Ph.D. in biochemistry from Columbia University.

Peter was a remarkable person who straddled many worlds, says Jeffrey V. Ravetch, Theresa and Eugene M. Lang Professor and head of the Leonard WagnerLaboratory of Molecular Genetics and Immunology at Rockefeller, who was a student in Models lab in the mid-1970s. Perhaps because of his background in economics and finance, he had a different way of looking at things, and he became a great champion of using new approaches in the lab. He was viciously smart, and he always valued substance over style.

When many other people began working with mammalian systems, Peter stuck to his focus on bacterial genetics and remained true to the essence of microbial systems, Ravetch adds. He saw that they would continue to yield valuable discoveries.

Model arrived at Rockefeller in 1967, joining the laboratory of the late Norton Zinder as a postdoctoral fellow. Named assistant professor in 1969 and associate professor in 1975, he was promoted to full professor in 1987. He and Zinder worked closely together in the laboratory, and Model became co-head of the lab in 1987. From 1992 to 1995, he also served as associate dean of curriculum under deans Bruce McEwen and later Zinder.

Bacterial viruses, or phages, are among the simplest of biological entities and contain only a handful of genes. Models work with them opened a number of new lines of research. He championed the use of several modern molecular genetic techniques, and used these methods to examine, among other things, how phage proteins translocate across bacterial membranes. He developed phage display, which became a widely used method for identifying interactions between proteins. Using this and other techniques, he explored key biochemical processes in the lifecycles of phages.

Models strong commitment to the education and training of younger scientists led him to serve as the primary advisor for a number of graduate students and postdocs during his tenure at Rockefeller.

Peter had a way of asking questions that could change the direction of research, says his wife, Rockefeller associate professor Marjorie Russel, with whom he collaborated. He was famous for incorporating his knowledge from diverse areas and putting everything together in ways that no one else had ever thought of before. Often, after talking to Peter, his students and colleagues would go back to their lab benches with completely new ideas about what to do and where to go with their research.

In addition to his wife, Model is survived by his children, Paul and Sascha; his brother, Allen; and four grandchildren, as well as many other relatives and friends.

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Geneticist and Rockefeller emeritus Peter Model dies at 84 - The Rockefeller University Newswire

Spread of breast cancer reduced by targeting acid metabolite – Medical Xpress

(From left are) Drs. B.R. Achyut; Thaiz F. Borin, postdoctoral fellow and a corresponding author; and Ali S. Arbab. Credit: Phil Jones

It's a metabolite found in essentially all our cells that, like so many things, cancer overexpresses. Now scientists have shown that when they inhibit 20-HETE, it reduces both the size of a breast cancer tumor and its ability to spread to the lungs.

"The drug is reducing the ability of cancer cells to create a distant microenvironment where they can thrive," said Dr. Ali S. Arbab, leader of the Tumor Angiogenesis Initiative at the Georgia Cancer Center and a professor in the Department of Biochemistry and Molecular Biology at the Medical College of Georgia at Augusta University.

Arbab notes that cancer cells are constantly doing test runs, sending cells out into the bloodstream to see if they will take hold. About 30 percent of patients with breast cancer experience spread, or metastasis, of the disease. The most common sites are the lymph nodes, liver, bones and brain, as well as the lungs.

For the preclinical studies by postdoctoral fellow, Dr. Thaiz F. Borin, published in the journal PLOS ONE, the scientists used the drug HET0016, a 20-HETE inhibitor developed to learn more about the metabolite's many functions.

While not ready to say that the drug has potential use in humans, Arbab says the work points toward a new and logical target for reducing tumor spread. He notes that there are already drugs out there, including some over-the-counter anti-inflammatory drugs, which may also inhibit this overexpressed and now destructive pathway.

20-HETE - 20-Hydroxyeicosatetraenoic acid - is a metabolite of arachidonic acid, a fatty acid we make and constantly use for a wide variety of functions like helping make lipids for our cell membranes. 20-HETE also has a wide range of normal functions, including helping regulate blood pressure and blood flow. It's also a known mediator of inflammation, which under healthy conditions can help us fight infection and protect us from cancer and other invaders.

"There is normal function and there is tumor-associated function," says Dr. B.R. Achyut, cancer biologist, assistant professor in the MCG Department of Biochemistry and Molecular Biology and a study coauthor. "Tumors highjack our system and use that molecule against us."

In fact, Arbab's research team has shown that the high production of 20-HETE that occurs in cancer becomes an unwitting provider of almost everything cancer needs to prepare a place to comfortably spread.

Scientists call it the "seed and soil" hypothesis. To spread, cancer cells must detach from the primary site, in this case breast tissue, get aggressive enough to survive travel, gather supporting tissue and blood vessels where they land, take seed and eventually colonize the distant site, in this case, the lungs.

Arbab and his team have shown 20-HETE appears to help prepare this distant site by activating things like protein kinases that can change the function of proteins, their location and what cells they associate with, as well as growth factors that can make cells grow in size, proliferate and differentiate. It can even help make blood vessels, which a tumor will need once it reaches a certain size. 20-HETE also activates signaling kinases that enable cell division. It encourages inflammation-promoting factors like tumor necrosis factor alpha and several of the interleukins, another class of proteins that help regulate the immune response. In this scenario, they are turning up inflammation, which is a hallmark of cancer and other diseases.

"We are going after that tumor microenvironment," says Arbab.

For their studies, they put human breast cancer cells and mouse mammary tumor cells in the mammary fat pad of mice, waited for the cancer to take hold and begin to spread, then intravenously gave mice HET0016 five days per week for three weeks.

They found HET0016 reduced the migration and invasion of tumor cells: 48 hours after the drug was given, cancer cells were less able to move about in small test tubes. The drug also reduced levels of metalloproteinases in the lungs, enzymes that can destroy existing protein structures, so that, in this case, cancer cells can penetrate the area and new blood vessels can grow. It also reduced levels of other key inhabitants of a tumor microenvironment like growth factors as well as myeloid-derived suppressor cells that can help shield cancer from the immune system. "It gets rid of one of the natural protections tumors use, and tumor growth in the lung goes down," Arbab notes.

He, Achyut and their colleague Dr. Meenu Jain, assistant research scientist, reported earlier this year in the journal Scientific Reports that the drug also reduced tumor growth and prolonged survival in an animal model of the highly lethal, rapidly growing and vascular brain tumor, glioblastoma. That finding and related work got the scientists wondering if the research drug - or something similar - could one day help control the typically deadly spread of cancer.

Now they are looking at exosomes, traveling packages all cells send out as a way to communicate and swap substances. In the case of cancer cells, exosomes appear to be packed with items needed to build the supportive environment for their new distant location in the lungs or elsewhere. Once exosomes establish a niche, they send back a signal to the primary site for cancer cells to join them. The scientists want to further pursue the ability of HET0016 to block these cancer-derived packages.

20-HETE's co-opting by cancer has it emerging as a focal point for cancer treatment, says Arbab who has published more than half of the 20-HETE-related studies on the rapidly emerging topic.

Explore further: Cells that make blood vessels can also make tumors and enable their spread

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Spread of breast cancer reduced by targeting acid metabolite - Medical Xpress