Why Myriad Genetics Stock Rocketed 26.3% Higher in June — The … – Motley Fool

What happened

Shares of Myriad Genetics (NASDAQ:MYGN), a company focused on genetic testing, rose more than 26% in June, according to data fromS&P Global Market Intelligence.

Investors can credit the gains to a trio of positive announcements.

First, Myriad announced results from a 2,000-patient study using its myRisk Hereditary cancertest. Data from the study showed that 50% of breast cancer mutationsare missed with current testing guidelines and that 34% of these mutations were notpredicted by family history. This data helped to demonstrate the clinical advantages of the using company's test and could help to spur demand.

Image source: Getty Images.

Second, Myriad said that 17 health insurance plans have decided to cover the company's EndoPredict breast cancer test. Those 17 plans represent more than 35 million lives and bring the company's private pay coverage total up to109 million lives.

Finally, the company reported clinical results from its phase 3 OlympiAD trial with partner AstraZeneca. Data from the trial showed that Myriad's BRACAnalysis CDx companion test helped to identify patients with BRCA-mutated HER2-metastatic breast cancer. Physicians then used that identification to treat patients with either AstraZeneca's drug olaparib or standard chemotherapy. The data showed that using olaparib led to a meaningfulgain in progression-freesurvival. Myriad plans on using the data to seek FDA approval for this new test, which, if approved, could triple its addressable market.

Myriad's stock continues to climb back from the drubbing that it took last year. That beating was caused by falling profits due to pricing pressure in the company's corehereditary cancer testing business. Given the declines, it is easy to understand why the company is putting an emphasis on its other fast-growing testing products.

In spite of the advances, Wall Street doesn't have a lot of hope for this company's long-term profit growth potential. In fact, current estimates call for Myriad's profits to decline by more than 7% annually over the next five years. For that reason, I think that investors would probably be best served by looking elsewhere for investment opportunities.

Brian Feroldi has no position in any stocks mentioned. The Motley Fool has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy.

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Why Myriad Genetics Stock Rocketed 26.3% Higher in June -- The ... - Motley Fool

Myriad Genetics Tops June GenomeWeb Index on Positive Insurance Coverage News – GenomeWeb

NEW YORK (GenomeWeb) The GenomeWeb Index rose 2 percent in June, outperforming the Dow Jones Industrial Average and the Nasdaq which gained less than 2 percent and lost 1 percent, respectively but vastly underperforming the Nasdaq Biotechnology Index, which gained nearly 9 percent.

Stock performance in the June GenomeWeb Index was mostly positive with 19 of the 26 stocks seeing gains and only seven seeing losses.

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UCI study sheds light on regulation of hair growth across the entire body – UCI News

Irvine, Calif., July 11, 2017 To paraphrase the classic poem, no hair is an island entire of itself.

Instead, University of California, Irvine scientists have discovered that all hairs can communicate with each other and grow in coordination across the entire body. This is regulated by a single molecular mechanism that adjusts by skin region to ensure efficient hair growth so no bald patches form and enable distinct hair densities in different body areas.

Study co-leader Maksim Plikus is an assistant professor of developmental & cell biology. Daniel A. Anderson / UCI

In animals, this regulatory process is important for survival in the wild. In humans, these findings could lead to new ways of addressing both balding and unwanted hair growth and further understanding of how regions of faster and slower regeneration work in coordination in other fast-renewing tissues, such as the intestines and bone marrow.

For the study, the researchers used the first mouse model of poor hair growth to analyze human-like hair behavior that leads to baldness. Their results appear in eLife, an open-access journal focusing on the life and biomedical sciences. UCIs Maksim Plikus, assistant professor of developmental & cell biology, and Qing Nie, professor of mathematics, led the effort. Ji Won Oh from Plikus lab and Qixuan Wang from Nies lab contributed equally to this work.

How skin regions communicate

The researchers focused on the interaction of the Wnt signaling pathway, which is important in embryonic development and regeneration, and bone morphogenetic proteins, which are hair growth inhibitory factors.

Study co-leader Qing Nie is professor of mathematics. UCI

While previous studies have shown that Wnt-BMP signals regulate hair growth in certain body areas, it was not known how different skin regions communicate with one another to coordinate hairs across their borders. By combining expertise in mathematical modeling from Nies lab and expertise in skin studies from Plikus lab, Wnt-BMP regulation was found to be ubiquitous across all skin.

In analogy with languages spoken in two neighboring countries, it was unclear how the back skin talks with the belly skin to coordinate the tasks of growing hairs, Plikus said. We showed that although different signaling dialects may exist between belly and back skin, for instance, all hairs can understand one another through the use of similar words and sentences.

The roots of hair growth problems

A breakdown of this complex signaling could uncover the roots of human hair growth irregularities and point to solutions.

For example, common male pattern baldness affects frontal and crown regions but not the back of the head. In adult humans, messaging among scalp hairs appears to stop, and every hair follicle is thought to grow independently.

If communication between nonbalding and balding regions can be reactivated, hair growth signals can then start spreading across the entire head skin, preventing regional baldness, Plikus said.

Just like scalp skin can show hair growth deficiency, skin in other body sites such as the face, arms and legs can often show excessive hair growth that can be cosmetically undesirable, he added. Our findings suggest that increased signaling crosstalk among hair follicles could be one major reason for this.

Whats next?

Plikus said that Wnt and BMP signaling activities can be regulated pharmacologically. Our study identified the types of Wnt-BMP signaling levels that are very favorable for hair growth and the types that prevent it, he said. It provides the road map for optimizing Wnt-BMP levels to achieve enhanced hair growth.

He added that the findings point toward additional signaling factors besides Wnt and BMP positively correlated with robust hair growth. Studying these will be the researchers next step.

Nie noted that laboratory experiments can be insufficient to study complex biological functions, such as hair growth across the entire skin. In such cases, mathematical modeling can greatly assist in the discovery process, he said. Our new mathematical model predicted details of signaling communications between hairs, otherwise difficult to reveal with standard biological experiments alone.

Scientists from UCI, the University of Southern California and Indiana University, as well as research centers in Australia, Poland, South Korea and China, contributed to the study, which received support from the National Institutes of Health, the National Science Foundation, the Edward Mallinckrodt Jr. Foundation, the Pew Charitable Trusts and UCIs Center for Complex Biological Systems.

About the University of California, Irvine: Founded in 1965, UCI is the youngest member of the prestigious Association of American Universities. The campus has produced three Nobel laureates and is known for its academic achievement, premier research, innovation and anteater mascot. Led by Chancellor Howard Gillman, UCI has more than 30,000 students and offers 192 degree programs. Its located in one of the worlds safest and most economically vibrant communities and is Orange Countys second-largest employer, contributing $5 billion annually to the local economy. For more on UCI, visit http://www.uci.edu.

Media access: Radio programs/stations may, for a fee, use an on-campus ISDN line to interview UCI faculty and experts, subject to availability and university approval. For more UCI news, visit news.uci.edu. Additional resources for journalists may be found at communications.uci.edu/for-journalists.

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Regenerating the Body With Stem Cells Hype or Hope? – Labiotech.eu (blog)

When the Japanese researcher Shinya Yamanaka managed to reprogram adult cells into an embryonic-like state to yield induced pluripotent stem cells (iPSCs), this was supposed to herald a revolution in regenerative medicine. But 10 years after their discovery, a therapeutic breakthrough is still outstanding.

The overall stem cell therapy field has failed today to show a very clear cut clinical benefit, told me Georges Rawadi, VP for Business Development at Celyad. The field now needs some significant success to attract attention.

Even though investors prefer placing their bets on the hot T cell therapies these days, some stem cell technologies such as iPSCs are starting to get traction as big industry players are exploring the territory. Last year, Bayer and Versant threw $225M into the pot to launch BlueRock Therapeutics, a regenerative medicine company that plans to develop iPSC-based therapies. A year before, Fujifilm spent $307M to acquire the iPSC company Cellular Dynamics.

Although a big success story is still lagging behind, recent advances in the field argue that stem cells indeed have the potential to translate into effective therapies for currently intractable diseases. Heres an overview of what biotechs stem cells are up to!

Stem cell treatment is not a new concept hematopoietic stem cells (HSCs) were described as early as the 1960s and bone marrow transplants have been used to treat blood cancer for decades.

The reason that we get excited about stem cell therapies comes from our experience with the hematopoietic stem cells. If you want to see what a mature stem cell therapy is like, you only need to look at bone marrow transplantation explained James Peyer, Managing Partner at Apollo Ventures, who has a Ph.D. in stem cell biology.

According to Peyer, the hematopoietic stem cell field is one of the most active areas in the stem cell world right now, mainly fueled by our advances in the gene editing space. Tools like CRISPR and TALEN allow for the genetic modification of a patients own bone marrow stem cells, which can then be expanded and returned to the patient for the correction of a genetic defect.

Last year, regulators gave green light to one of the first therapies of this kind. Strimvelis, developed by GSK, consists of an ex vivo stem cell gene therapy to treat patients with the very rare type of Severe Combined Immunodeficiency (SCID). Using the patients own cells avoids the risk of graft versus host disease (GvHD), which still affects around 30% of people receiving a bone marrow transplant.

Small wonder that the CRISPR companies, CRISPR Therapeutics, Editas, and Intellia are all active in this field, with preclinical programs in a number hematological diseases.

To date, the most prominent stem cells in the clinic are mesenchymal stem cells (MSCs), which are moving through more than 300 registered clinical trials for a wide array of diseases. These cells are able to form a variety of tissues including bone, cartilage, muscle or fat, and can be readily harvested from patients or donors for use in autologous or allogeneic therapies.

While MSCs have deluded the biotech scene with good safety profiles in clinical trials, their actual regenerative potential remains controversial, and there have been a great number of clinical failures, which many blame on a lack of demonstrated mechanisms of action.

As Peyer explained, The problem here is that, as opposed to other adult stem cells, the MSC has been unclearly defined. We know roughly what it does but we dont fully understand the molecular mechanisms driving these cells. On top of being unclearly defined, the regenerative powers of MSCs have been massively over-claimed in the past.

Another reason for the lack of clinical benefit has also been attributed to the use of undifferentiated MSCs, as Rawadi explained to me. The Belgian biotech Celyad, which has been pioneering cell therapy in the cardiovascular space, is using bone-marrow derived autologous MSCs and differentiates them into cardiomyocyte precursors to produce new heart muscle in patients with heart failure.

Although the company missed its primary endpoint in a phase III trial last year, Celyad has staked out a patient subpopulation that showed significant improvement. Its technology still has the confidence of the FDA, which just handed out a Fast Track designation and Celyad is now planning a refined Phase III trial.

One of Celyads major competitors, Australian Mesoblast, is forging ahead using allogeneic MSCs with Phase III programs in heart failure, chronic low back pain (CLBP) due to disc degeneration, as well as a range of inflammatory conditions including GvHD and rheumatoid arthritis.

Although the ability of MSCs to regenerate tissues remains questionable, the Mesoblasts approach hinges on a body of evidence showing that MSCs can suppress inflammation and mobilize endogenous repair mechanisms through indirect effects on immune cells.

Indeed, the first-ever approved stem cell therapy, Prochymal, also depends on this mechanism. Prochymal was developed by US-based Osiris Therapeutics and in 2012 received Canadian approval to treat acute GvHD. But after Sanofi opted to shelve its partnership with Osiris prior to FDA approval, the biotech sold out its off-the-shelf stem cell platform to Mesoblast in a $100M deal.

In Belgium, companies like TiGenix and Promethera are also banking on the immunomodulatory properties of MSCs. The companies are developing treatments for patients with Crohns disease and liver diseases, respectively.

The ultimate hope for stem cell therapies has been to regenerate damaged or diseased tissues as found in diabetes, heart failure or blindness. Holostem Terapie Avanzate, a spin-off from the University of Modena and Reggio Emilia was the first company to move towards this goal.

Building on 20 long years of research, the biotech has developed Holoclar, the first and only autologous stem cell therapy (apart from bone marrow transplants) to enter the European market. Holoclar is based on limbal stem cells, located in a part of the eye called the limbus, which can be used to restore eyesight in patients that have lost sight due to burn injuries.

Meanwhile, UK-based Reneuron is developing off-the-shelf therapies that aim to restore the cognitive function of patients following a stroke. Backed by no other than Neil Woodford, the company recently raised an impressive 100M to advance its lead therapy to the market.

The biotechs fetal-derived neural stem cell line CTX was able to significantly reduce the disability of post-stroke patients in a Phase II trial and ReNeuron is now planning to push its candidate into pivotal trials.

A major question in the space a decade ago was safety. Today, theres been a lot of trials done that show that safety is not an issue. I think safety is kind of off the table but efficacy is still a question mark. And thats what were trying to deliver now, Olav Helleb, CEO of ReNeuron, told me.

While neural stem cells and other tissue-specific stem cells are able to regenerate the cells of a particular tissue, Embryonic Stem Cells (ESCs) and their engineered counterparts, iPSCs, are capable of making every cell type in the body, a property known as pluripotency. Pluripotent stem cells can also expand indefinitely in culture and their identification unlocked massive expectations for these cells to transform the regenerative medicine field.

Yet, these cells come with significant challenges associated with the safety of the final preparation. Apart from ethical issues surrounding ESCs, today, a lot of companies have been cautious about using these cells for therapy, because undifferentiated pluripotent cells can drive tumor formation, explained Rawadi. Since ESCs can, in principle, form every cell type, they can lead to the formation of teratomas.

A major reason for the fairly slow progress in the field is based on the difficulties of directing a pluripotent cell to exactly the cell type that is needed for cell therapy. We can readily drive the cells from the undifferentiated state to the differentiated state. However, getting those cells to pause anywhere in the middle of this continuum to yield progenitor cells is incredibly challenging, Peyer explained. Another challenge, he says, is to engraft the cells in the right place to enable them to become fully integrated.

Besides initial hurdles, companies like US-based Asterias or ViaCyte are now running the first Phase I/II trials with ESC-derived cells to treat patients with spinal cord injuries and to restore the beta cells in type I diabetes. So far, the eye has been the the dominant organ for many of the first human clinical trials with pluripotent stem cells, where the cells are assessed in diseases such as age-related macular degeneration (AMD) to restore the loss of the retinal epithelium.

Deriving retinal epithelium from pluripotent cells is relatively easy and in fact, researchers in Japan are now running the very first clinical trial using donor-derived iPSCs to treat patients with AMD. For reasons of safety and standardization, the trial is based on an allogeneic approach. However, since this doesnt offer an exact genetic match, allogeneic therapies raise the prospect of immune rejection, an issue that has been plaguing the use of ESCs.

But the scientists in Japan have contended that iPSC banks could potentially solve this problem. The team in Japan is currently establishing an iPSC bank, consisting of HLA-characterized cell lines from 5-10 different donors, which should match 3050% of Japans population.

Such haplobanks have the benefits of allogeneic cell therapy, namely cost-effectiveness and standardization, but you still have matching immune systems, Peyer agrees.

For now, this remains a vision for the future, but the potential seems enormous. As Julian Howell, CMO of ReNeuron, told me, iPSCs have still got an awful long way to go. For the iPSC program running in Japan, they recently acknowledged that it took about $1.5M and 6 months to treat each patient. Its a great idea but its still got some way to go before it reaches the scale that could get into the clinic.

Images via nobeastsofierce,Natali_ Mis,vchal/ Shutterstock

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Regenerating the Body With Stem Cells Hype or Hope? - Labiotech.eu (blog)

How old are your cells? New method determines cell age more accurately, could help elderly patients – The Hub at Johns Hopkins

By Arthur Hirsch

Sure, you know how old you are, but what about your cells? Are they the same age? Are they older, younger? Why does it matter?

Led by scientists at Johns Hopkins University, a team of researchers is reporting progress in developing a method to accurately determine the functional age of cells, a step that could eventually help clinicians evaluate and recommend ways to delay some health effects of aging and potentially improve other treatments, including skin graft matching and predicting prospects for wound healing.

The more accurate system could eventually enable clinicians to see aging in cells before a patient experiences age-related health decline, or help clinicians produce more successful skin grafts by matching cell characteristics of the donor and the graft site.

In the current issue of Nature Biomedical Engineering, lead author Jude M. Phillip, who conducted this research while completing his doctorate in chemical and biomolecular engineering at Johns Hopkins, reports success in creating a system that considers a wide array of cellular and molecular factors in one comprehensive aging assessment.

These results show that the biophysical qualities of cells, such as cell movements and structural features, make better measures of functional age than other factors, including cell secretions and cell energy.

The multidisciplinary team of engineers and clinicians examined dermal cells from just underneath the surface of the skin taken from both males and females between the ages of 2 and 96.

The researchers from Johns Hopkins, Yale University, and the National Cancer Institute of the National Institutes of Health hoped to devise a system that, through computational analysis, could take the measure of various factors of cellular and molecular functions. From that information, they hoped to determine the biological age of individuals more accurately using their cells, in contrast to previous studies, which makes use of gross physiology, or examining cellular mechanisms such as DNA methylation.

"We combined some classic biomolecular hallmarks of aging, and sought to further elucidate the role of biophysical properties of aging cells, all in one study," said Phillip, now a post-doctoral fellow at Weill Cornell Medicine.

Researchers trying to understand aging have, up until now, focused on factors such as tissue and organ function and on molecular-level studies of genetics and of epigenetics, meaning heritable traits that are not traced to DNA. The level in betweencellshas received relatively little attention, the researchers wrote.

This research was meant to correct for that omission by considering the biophysical attributes of cells, including such factors as the cells' ability to move, maintain flexibility, and structure. This focus emerges from the understanding that changes associated with aging at the physiological levelsuch as diminished lung capacity, grip strength, and mean pressure in the arteries"tend to be secondary to changes in the cells themselves, thus advocating the value of cell-based technologies to assess biological age," the research team wrote.

Older cells, for example, are more rigid and do not move as well as younger cells, which, among other consequences, most likely contributes to the slower wound healing commonly seen in older people.

For example, older cells are more rigid and do not move as well as younger cells, which, among other consequences, most likely contributes to the slower wound healing commonly seen in older people, said Denis Wirtz, the senior author and Johns Hopkins' vice provost for research. Wirtz and Phillip conducted their research in the Johns Hopkins Institute for NanoBioTechnology.

From the analysis, they were able to stratify individuals' samples into three groups: those whose cells roughly reflected their chronological age, those whose cells were functionally older, and those whose cells were functionally younger. The results also showed that the so-called biophysical factors of cells determined a more accurate measure of age than biomolecular factors such as cell secretions, cell energy, and the organization of DNA.

Phillip explained that this better accuracy from the biophysical factors most likely results from the orchestration of many biomolecular factors. He compared it to the more complete picture you get looking at a forest from a distance without binoculars.

"With binoculars you can see details about the individual trees, the color and shapes of the leaves, the roughness of the bark, the type of tree, but without the binoculars you can now see the density of the trees, and whether there is a barren plot, or a group or dying trees," Phillip said. "This is something you may miss with the binoculars, unless you are looking at the correct spot."

The more accurate system could eventually enable clinicians to see aging in cells before a patient experiences age-related health decline. This in turn could allow doctors to recommend treatments or changes in life habits, such as exercise or diet changes, Wirtz said. Phillip said the work could potentially help clinicians produce more successful skin grafts by matching cell characteristics of the donor and the graft site. Other potential applications range from toxicology screening for cosmetics and topical therapeutics to predicting progression of some age-related diseases.

The researchers acknowledge that the system needs further testing with a larger cell sample, but the results are robust and encouraging. Conducted along with clinicians such as Jeremy Walston, the Raymond and Anna Lublin Professor of Geriatric Medicine, and co-director of the Biology of Healthy Aging program at the Johns Hopkins School of Medicine, this work promises to allow clinicians to measure a person's health in the present and the future.

"It opens the door to finally be able to track how a person is doing at the cellular level," Wirtz said.

Added Phillip: "This platform is also more than just a cellular age predictor; it has the ability to do so much more in terms of assessing an individual's cellular health."

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Squeezing innovation out of the NASA Twins study: Pipetting and cell isolation in space – Phys.Org

July 11, 2017 NASA immunologist Hawley Kunz performs a microgravity evaluation of the pipetting steps necessary for terrestrial purification of cells. Credit: NASA

Just like early explorers, NASA Twins Study investigators are venturing into new territory. Conducting human omics research on twin astronauts as part of the One Year Mission that took place aboard the International Space Station is one such venture. As technology evolves so does the research. NASA is evaluating more efficient and innovative research techniques to prepare for the journey to Mars.

Innovative thinking could improve the way biological samples are processed and transported from space back to research labs on Earth for future studies. This thinking was prompted by researchers in NASA's Human Research Program (HRP) and Twins Study investigators at Johns Hopkins Medicine.

Freshly isolated samples yield better results than cells isolated from frozen samples returned to Earth from the orbiting laboratory. Pipetting fresh samples at ambient temperature and performing cell isolation on the space station also eliminates the need for expeditious transportation logistics, and allows for more frequent sampling. Once cells are isolated, the samples can be viably frozen and return on any transfer vehicle at any time for further analysis.

On an aircraft that is used as a parabolic flight analog to create short periods of simulated microgravity, Twins Study Investigators Dr. Andrew Feinberg and Lindsay Rizzardi of Johns Hopkins Medicine tested a theory that liquids could be transferred safely in microgravity using a pipettor, which is a slender, graduated measurement tube. Previously researchers thought transferring biological fluids in space could pose risks to precisely controlling the sample.

"This analog demonstrated that pipetting of open fluids is relatively simple and easily controlled and that all fluid transfer steps associated with centrifugation can be replicated in microgravity," Feinberg said. "When dealing with genetic material, research requires precise transfer of liquids among different types of tubes in order to purify DNA, RNA or protein from biological samples to perform molecular analyses."

Coinciding with the fluid transfer research was cell isolation research being conducted by NASA immunologists Brian Crucian, Clarence Sams, Hawley Kunz and NASA astronaut and molecular biologist Kate Rubins. NASA researchers tested terrestrial protocols for cell purification in microgravity using the parabolic flight analog. They found that cell isolation and purification could both be performed in microgravity. Rubins also confirmed some of these findings in space. They published their research with Feinberg and Rizzardi in the July 2016 issue of NPJ Microgravity.

Crucian said, "Laboratory procedures for isolating and purifying cells typically require sensitive gradient centrifugation, careful extraction of isolated cells, and general open pipetting of liquids for washing and transferring the isolated cells."

Being able to transfer fluids and isolate cells in space is significant for a variety of reasons. Mars is a challenging distance from Earth if diagnostics are ever needed of a crewmember. Enabling astronauts to conduct more human research independently could help diagnose an illness more quickly, possibly saving a life in a medical emergency.

As NASA prepares for its journey to Mars, the way researchers handle and processes biological samples in space could change. The protocols validated by the Johns Hopkins and NASA investigators demonstrate that standard cell isolation protocols may indeed be performed in space, something which may enable certain types of genetic, or 'omics', research onboard the space station. Molecular biology technologies such as hand-held sequencers continue to evolve pushing the boundaries of scientific research. HRP will continue to adapt its methodologies to support novel research that protects and ensures the safety of future crews on long-duration missions while opening the door for innovative opportunities.

Explore further: Study examines effects of spaceflight on immune system

More information: Lindsay F Rizzardi et al, Evaluation of techniques for performing cellular isolation and preservation during microgravity conditions, npj Microgravity (2016). DOI: 10.1038/npjmgrav.2016.25

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Squeezing innovation out of the NASA Twins study: Pipetting and cell isolation in space - Phys.Org

Applying neuroscience to Cannes-winning work: Nike What Girls Are Made Of – AdNews

AdNews has partnered with Neuro-Insight to bring an analysis of some of this year's winning Cannes work to understand what made them successful through a neuroscience lens. We look at Nikes What Girls Are Made Of campaign.

AdNews has partnered with Neuro-Insight to bring an analysis of some of this year's winning Cannes work to understand what it is that made them successful through a neuroscience lens.

NikeWomen is continuing to ask charged, rhetorical questions to audiences in this Russian spot. It followed NikeWomens viral Arab ad, which garnered over one million views in just a few days,and featuresa young female choir singer become empowered by the presence of female athletes. Now, the analysts and Neuro-Insight find out what the public thinks of the campaign.

Nike - What Girls Are Made Of

Nike are well known for their campaigns that question common perceptions and dare people to be the greatest version of themselves. Not to be outdone, this years What Girls Are Made Of campaign challenged female stereotypes, its powerful execution landing a Gold Lion award for film at the 2017 Cannes Lion festival.

The ad opens on a young girl performing a Russian childrens song in front of a large crowd. In her classical voice, she sings about girls being made of flowers and of rings, of gossips and marmalade. But a female athlete soon breaks through the performance, a scene after which the girl starts changing the lyrics of the tune, much to the surprise of the very conventional audience attending. The song becomes about girls strength, perseverance and freedom from other peoples opinions, with impressive performances of female athletes surrounding the young singer. The ad ends with the little girl now on the football field, looking straight at the camera, resolute to make a goal; the final message Youre made of what you do. Believe in more appears on screen, followed by the brand logo.

The narrative of this ad is powerful, but what are people truly taking out of it, and what is the emotional impact of this less cliched depiction of women? Neuro-Insight has looked at its second-by-second impact on the brain to determine the likely effectiveness of the ad.

How we did it

Neuro-Insight measured brain activity to see how 50 females and 50 males responded to the ad. The specific technology used by Neuro-Insight is founded in work originally developed for academic and neuroscience research, and has been used to analyse the effectiveness of Cannes award winners for over five years. The technology allows us to simultaneously record viewers second-by-second changes in approach (like)/withdraw (dislike), emotional intensity, engagement and memory whilst watching advertisements. The measure Neuro-Insight predominantly focusses on is Long-term Memory Encoding, based on its strong and highly researched link to actual consumer behaviour.This measure reveals, on a second-by-second basis, what the brain is storing (or encoding) into conscious and unconscious long-term memory and is plotted in the form of a time series graph. The higher the lines on the graph, the more strongly that moment in the ad is stored in memory and the more likely it is to influence consumer behaviour.

Time Series

Looking at memory encoding response allows to see how well viewers follow the key message of the ad. The times series videos that are below contrast male and female viewers response to the Nike commercial. The red trace reflects memory encoding from the left hemisphere, which is primarily responsible for the encoding of the detail in experiences, such as text, dialogue or brand messages. In contrast the right hemisphere, which is represented by the blue line, is concerned with the storing of global features, such as soundtracks, scenery and facial expressions, as well as the emotional underpinnings of a particular experience.

Long term memory encoding for Female Viewers

Long term memory encoding for Male Viewers

The above time series graphs reveal key differences in response between male and female viewers, which are indicative of what both genders are taking on board.

Amongst the female audience, the highest levels of left brain response are for scenes where there is a key development in the little girls story: when she starts changing the lyrics of the song, when the rest of the choir appears behind her, and when we see her move from the performance space to the football field. The strong left-brain response indicates that, along with these moments, the non-stereotypical portrayals of women delivered by the lyrics are also being encoded. The high levels of left brain response carry through until end branding, making it likely that women will link the ads story to the Nike brand.

Figure 1: Women focus on the young singer and the detailed message of the song

In contrast, right brain response is overall stronger than left brain response amongst male viewers. Whilst the detailed message delivered by the young singer is a key driver of response for women, men are particularly engaged with scenes featuring athletes: right brain memory response peaks for every appearance of an athlete, suggesting the overall feel of the athletic performances dominates over the underlying message. Branding is associated with falling responses and low levels of left brain memory encoding, suggesting it isnt coming across strongly.

Figure 2: Men are responding to the overall feel of the scenes featuring athletes

Looking at emotional responses (not shown here), it is evident that the ad triggers a much more positive emotion amongst women: levels of approach response are more than 3 times higher for female viewers. The difference is particularly marked during the second part of the ad, where the message changes from a stereotypical to a more empowering depiction of women: the portrayal of women as made of iron, of striving, of self-dedication, made of bravery and will that is harder than stone is associated with strong approach amongst women, indicating the ads message is very well liked. These lines are however associated with a fair bit of withdrawal amongst men: clearly, a narrative about women empowerment is most powerfully motivating for a female audience.

In summary, and perhaps unsurprisingly, the commercial is more effective with a female audience than it is with a male audience. Although male viewers engage with the sports scenes, the underlying message is neither a strong take out nor a motivating force for them, and the brand itself isnt that well encoded. However, amongst a target audience of women, the challenging stance Nike took paid off: it associated the brand with a motivating message that had strong cut through, resulting in an ad that is likely to build strong brand equity and have in-market impact.

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Spring 2017 Commencement at College of St. Scholastica – Brainerd Dispatch

Jessica Murphy of Wadena. Murphy graduated Summa Cum Laude with a Bachelor of Arts in Accounting.

Kelsey Box of Deer River. Box graduated Cum Laude with a Bachelor of Arts in English.

Chloe Wolske of Boy River. Wolske graduated with a Bachelor of Arts in Management.

Jace Swanson of Deer River. Swanson graduated Summa Cum Laude with a Bachelor of Arts in Marketing.

Maurice Bakkila of Brainerd. Bakkila graduated with a Bachelor of Arts in Organizational Behavior.

Travis Gleason of Baxter. Gleason graduated with a Bachelor of Arts in Organizational Behavior.

Kayla Adkins of Pequot Lakes. Adkins graduated with a Bachelor of Arts in Psychology.

Anne Hofius of Brainerd. Hofius graduated with a Bachelor of Arts in Psychology.

Connie Moose of Brainerd. Moose graduated Cum Laude with a Bachelor of Arts in Social Work.

Jacob Blong of Brainerd. Blong graduated Summa Cum Laude with a Bachelor of Science in Exercise Physiology.

Gerrit Garberich of Brainerd. Garberich graduated Summa Cum Laude with a Bachelor of Science in Exercise Physiology.

Sierra Hanowski of Swanville. Hanowski graduated with a Bachelor of Science in Exercise Physiology.

Kacy Livingston of Pequot Lakes. Livingston graduated with a Bachelor of Science in Exercise Physiology.

August Marleau of Deer River. Marleau graduated Summa Cum Laude with a Bachelor of Science in Exercise Physiology.

Alyssa Anderson of Brainerd. Anderson graduated with a Bachelor of Science in Health Information Management.

Emily Jansen of Long Prairie. Jansen graduated Cum Laude with a Bachelor of Science in Health Information Management.

Laura Bandow of Isle. Bandow graduated Cum Laude with a Bachelor of Science in Nursing.

Sarah Becker of Long Prairie. Becker graduated Summa Cum Laude with a Bachelor of Science in Nursing.

Adam Hiltner of Brainerd. Hiltner graduated with a Bachelor of Science in Nursing.

Jennifer Hortness of Little Falls. Hortness graduated with a Bachelor of Science in Nursing.

Joshua Klous of Pierz. Klous graduated Summa Cum Laude with a Bachelor of Science in Nursing.

Mary Kraemer of Baxter. Kraemer graduated with a Bachelor of Science in Nursing.

Isabel Lawrence of Pine River. Lawrence graduated Summa Cum Laude with a Bachelor of Science in Nursing.

Magan McCusker of Deerwood. McCusker graduated Cum Laude with a Bachelor of Science in Nursing.

Emily Orthman of Royalton. Orthman graduated Summa Cum Laude with a Bachelor of Science in Nursing.

Rafael Pichardo of Wadena. Pichardo graduated with a Bachelor of Science in Nursing.

Karissa Posterick of Brainerd. Posterick graduated with a Bachelor of Science in Nursing.

Alyssa Stangler of Albany. Stangler graduated with a Bachelor of Science in Nursing.

Joshua Trosen of Hackensack. Trosen graduated Cum Laude with a Bachelor of Science in Nursing.

Joan Kotila of Pierz. Kotila graduated with a Doctor of Nursing Practice in Advanced Practice Nursing.

Denise Lund of Baxter. Lund graduated with a Doctor of Nursing Practice in Advanced Practice Nursing.

Lisa Smeby of Swanville. Smeby graduated with a Doctor of Nursing Practice in Advanced Practice Nursing.

Carri Jones of Cass Lake. Jones graduated with a Master of Business Admin. in Business Administration.

Victoria Sechser of Pine River. Sechser graduated with a Master of Science in Athletic Training.

Thomas Nixon of Deerwood. Nixon graduated with a Master of Science in Project Management.

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Spring 2017 Commencement at College of St. Scholastica - Brainerd Dispatch

Clover Connection: Extension research center celebrating 50 years – Athens Daily Review

In addition to having county extension offices that serve the citizens of Texas, AgriLife Extension also has 12 Research and Extension Centers. The center that serves us here in Henderson County is located in Overton. It will be celebrating its 50th birthday on Wednesday, July 12.

For half a century, Texas A&M AgriLife Research has conducted trials and developed new innovations to help East Texas and Texas producers optimize their operations and to provide quality goods, including flowers, fruits and vegetables, and beef to consumers.

Overton center staff will welcome public, state and area officials and Texas A&M University System officials to the facility at 1:15 p.m., July 12, for presentations on its history and contributions to Texans.

Presentations by staff will be followed by a keynote address from John Sharp, Texas A&M System chancellor, and comments by Dr. Craig Nessler, AgriLife Research director, Dr. Doug Steele, Texas A&M AgriLife Extension Service director, and Dr. Mark Hussey, vice chancellor and dean for College of Agriculture and Life Sciences at Texas A&M University, all from College Station. A reception will follow the ceremony.

Nessler said the 50-year milestone for the Overton center, and the future of AgriLife Research around the state should be celebrated by all Texans.

AgriLife Research scientists in Overton have made amazing contributions to the daily lives of Texans in the past 50 years, he said. Much of what we do as researchers is done behind the scenes, and without a desire for attention and accolades. But if you enjoy ornamental flowers or great lawn turf, produce or consume beef, or grow fruits and vegetables, theres a good chance youve benefited from AgriLife Research efforts in Overton.

AgriLife Research at the Overton center focuses on the problems and potential successes for residents and producers in East Texas, Long said. Developing new technology and techniques for producers and consumers is the mission of AgriLife Researchs statewide system.

Scientists at the center cover a wide range of disciplines, including horticulture, soil and crop science, animal science and related fields. The research trials performed by scientists at the center are provided to producers and consumers through coordinated efforts with AgriLife Extension specialists, and agents around the state who represent the educational arm of the system.

Dr. Charles Long, the centers director for the past 35 years, said research conducted at the center has made lasting impacts for Texas farmers and ranchers, various agricultural industries, the states economy and the residents who enjoy the end product.

Research activities at the center fit the highest regional agricultural priority, as available financial, facility and personnel resources allow, Long said.

The plan is to conduct research in areas of the highest need, while ensuring programs are sufficiently supported to provide a reasonably high probability of success, Long said.

Scientists at the Overton center conduct research in five disciplines soil science, pasture utilization, forage plant breeding, animal physiology and horticulture.

Over the past 50 years, AgriLife Researchers have developed and conducted trials on thousands of varieties of ornamental flowers, fruits and vegetables, and forages.

For example, Dr. Lloyd Nelson, AgriLife Research small grains breeder, developed Panterra and Axcella 2, turf-type annual ryegrasses bred specifically for winter overseeding of warm-season grasses on athletic fields and home lawns. The varieties have been used in the Olympics and World Cup and on Professional Golfers Association courses.

Nelson also developed forages. He is responsible for TAM 90, a ryegrass that combined cold and rust tolerance from other popular ryegrass varieties to create the winter forage. Since its creation in 1990, 85 million pounds of TAM 90 have been sold, enough to overseed 2.8 million acres.

Scientists also conduct research to identify physiological and temperamental traits in beef cattle that can optimize production for producers.

Dr. Ron Randel, an internationally known AgriLife Research physiologist, oversees several projects at the center focused on the reproductive physiology of tropically adapted cattle, the nutrition-reproduction interaction and most recently the temperament and stress responsiveness of beef cattle. He has researched the physiology and endocrinology of ovarian and pituitary functions in Brahman cattle for more than four decades.

Those two scientists are just a couple of examples of what AgriLife Research has been doing over the past five decades, Long said. There are success stories after success stories that continue to impact the lives of people all over the world, and they were written right here in Overton.

Kate Pittack is the Henderson County Extension Agent 4-H & Youth Development for Texas A&M AgriLife Extension Service. Contact her at: kate.pittack@ag.tamu.edu & visit our webpage at http://henderson.agrilife.org

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Clover Connection: Extension research center celebrating 50 years - Athens Daily Review

How your risk of heart disease stems back to your time in the womb – Medical Xpress

July 11, 2017 Credit: Ryan Melaugh

Smoking, lack of exercise, bad diet and our genes are all well-known risk factors for heart disease, cancer and diabetes. But, as researchers are beginning to understand, the environment in the womb as we first begin to grow may also determine our future.

The history of science is littered with self-experimenters so passionate about their work that they used themselves as human guinea pigs, however ill-advisedly.

Sir Joseph Barcroft (18721947) was one such character. Professor of Physiology at Cambridge, he was best known for his studies of the oxygenation of blood. He also led mountain expeditions where he analysed the oxygen content of his blood and that of other expedition members.

In the middle of his career, Barcroft built an airtight glass chamber in his laboratory in Cambridge. There, he could live and exercise at oxygen levels equivalent to 16,000 feet. Like many self-experimentation stories, things did not always go to plan: in one experiment, he had to be rescued by colleagues after spending six days in the chamber and reportedly turning blue.

Despite his occasional misguided venture, Barcroft's scientific legacy was significant and so, in his honour, the University of Cambridge has recently opened a new state-of-the-art facility in his name. Research at the Barcroft Centre focuses on farm animals mainly sheep and chickens, but also pigs to model important aspects of human physiology.

The Centre's work spans several areas including Professor Jenny Morton's studies on understanding fatal neurodegenerative diseases such as Huntington's disease and a similar childhood disease, Batten disease, and Dr Frances Henson's work on bone diseases such as osteoarthritis.

However, a significant amount of its work focuses on how we develop in the womb and how this programmes us for increased risk of heart disease in later life. This seems fitting as, in later years, Barcroft became interested in fetal development, and in particular the effects of low levels of oxygen on the unborn baby in the womb.

Carrying on this legacy are Professor Dino Giussani and his postdocs Dr Kim Botting and Dr Youguo Niu. All are also members of the Centre for Trophoblast Research (CTR), which this year celebrates its tenth anniversary and focuses on the interactions between the pregnant mother and the fetus, as mediated by the placenta.

Low levels of oxygen or hypoxia can occur in high-altitude pregnancies. But, as Giussani explains, there are far more common causes. "Smoking, pre-eclampsia, even maternal obesity these all increase the risk of hypoxia for the mother's baby, as do inherited genetic variants," he says.

Housed in the Barcroft Centre is a suite of hypoxia chambers superficially similar, perhaps, to that in which Barcroft placed himself, but nowadays far more sophisticated (and much safer). These are not intended for humans, but rather for animals, each of which is very closely monitored, often remotely using technology developed by the team.

The smallest of these chambers doubles as an incubator for fertilised hens' eggs. Scientists can watch the development of the fetus directly. They can see how the heart grows, for example, how it is affected by hypoxia, and what effect potential drugs have in ameliorating possible complications.

Of course, we grow in a womb, with a placenta connecting us to our mother and controlling our nutritional intake. Mice and rats are the most commonly used mammals in research, but to model mammalian development in longer-living species with similar rates of development to humans, it is necessary to turn to larger animals. Sheep make a good model. Not only is their gestation and postnatal life more comparable to a human's than to a rat's, but a newborn lamb's physiology is also similar in a crucial way to a newborn baby's: its heart is mature at birth. By comparison, a newborn rat's heart is still very immature.

For part of gestation, the sheep are placed in hypoxia chambers, which contain finely controlled, lower-than-normal levels of oxygen. "This reduces the amount of oxygen in the blood of the pregnant sheep and thereby in her fetus," explains Botting. "This mimics conditions where the placenta is not working appropriately, as in pregnancy complicated by pre-eclampsia or maternal obesity."

The pregnant ewes deliver outside the chambers in normal ambient air. Once born, most of the lambs are put out to pasture in the paddocks adjacent to the Centre, where they grow to adulthood.

"The lambs which were hypoxic in the womb are not noticeably different," says Giussani. "The sheep will effectively live a normal life. That is the very point, because underneath, a silent killer is brewing; we want to investigate what happens as they grow because there is a theory that a complicated pregnancy may increase the risk of heart disease in the offspring later in life."

Professor Abby Fowden, Head of the School of the Biological Sciences, and another CTR member and user of the Barcroft Centre, says that the facilities are unique. "It's probably the only centre in the UK that has the capacity the surgical and care facilities to do these kinds of long-term developmental and neurodegenerative studies," she explains.

Like Giussani, Fowden and her collaborator Dr Alison Forhead are interested in how the early environment in the womb programmes us for disease in later life. They are particularly interested in the role of hormones in both the mother and the fetus and how they affect growth and development.

There are some conditions, such as hypothyroidism whereby the body produces insufficient thyroid hormones and maternal stress, that probably affect normal fetal development, but about which surprisingly little is understood. To model these conditions, Fowden and Forhead again turn to a range of mammals including sheep and pigs.

As Forhead explains, normal development of the fetus is crucial for health in later life. "In the case of many organs, you're born with a certain number of functional units, and in postnatal life you don't have the capacity to change that number. So the number you're born with has long-lasting consequences."

Take nephrons, for example. These are functional units of our kidneys that filter the blood and are responsible for how much salt and water is excreted into the urine. "If you're born with fewer nephrons, this has consequences for how much salt you retain, setting you up in later life to be at greater risk of developing high blood pressure."

What is apparent from this work is just how much of disease in later life is programmed in the womb. While our lifestyle our diet, how much we exercise after birth plays an important role in whether we develop heart disease or type 2 diabetes, for example, much of the risk is present before we are even born, programmed during pregnancy into how our DNA and tissues function.

And these effects don't necessarily stop at the next generation, as Giussani is discovering in his parallel work with rodents, which allows two or more generations to be studied in a comparably short time.

"If we look at the 'grandchildren' of pregnant rats that had a hypoxic pregnancy, we see this disease risk being passed on again, but in a really interesting way," he says. "A male 'child' passes on the cardiovascular risk to the 'grandchild', but female offspring confer protection. This is really exciting as inheritable protection against a future risk of heart disease has never been demonstrated in mammals."

In other words, while we must still recognise our own contribution to our risk of developing certain diseases, some of this risk was programmed into us before we were born: in fact, even before our parents were born. Work at the Barcroft Centre in monitoring animals for not just one generation but several will be vital for understanding the consequences of pregnancy not only for our children but also for their children and even their children's children.

Explore further: Study suggests that aging begins in the womb

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How your risk of heart disease stems back to your time in the womb - Medical Xpress