Babyshop used radio in an innovative way to reach families and children traumatized by conflict, by playing a scientifically backed Arabic lullaby over the airwaves every night at 8pm. on Syria’s 2 largest radio stations

We collaborated with Syrian singer songwriter Ghaliaa Chaker and a team of neuroscientists and music therapists from Spiritune to create a lullaby effective in calming the nerves of children.

The lullaby shifted the tone on radio away from news relating to war, interrupting radio listening time reserved for adults to play something for children and gave children an effective tool to use every night.

The project in question is deeply rooted in the cultural context of the Syrian civil war, which began in March 2011. This long-lasting conflict has led to immense hardship and trauma, particularly for children, many of whom have been born into and grown up in an environment of violence and fear. Nearly five million Syrian children have known nothing but this war-torn environment, with everyday life filled with the sounds of war, including news and propaganda on the radio. The project aimed to provide comfort and support to these children, particularly at bedtime, a time often associated with anxiety and stress due to the constant reminders of conflict. The use of a scientifically backed Arabic lullaby was a response to this situation, aiming to offer a peaceful alternative to the sounds of war and help these children find some solace.

Nearly five million children born in Syria since March 2011 have known nothing but war and conflict, and in many parts of the country, children and families continue to live in fear of violence, landmines, and explosive remnants of war. The sounds of war are heard all around them, from everyday conversations, to actual conflict and constant radio broadcasts featuring news of war and propaganda.

Children living in these stressful and traumatic environments are denied the privilege of peaceful bedtimes, which has adverse effects on their sleep - leading to long-lasting mental health issues.

As a brand that believes every child deserves the best start in life, Babyshop a leading retailer for babies in the Middle East, sought a unique way to provide comfort to children suffering from trauma and help them get the sleep they deserve.

For more than 10 years children in Syria have been going to bed to the sound of war – often heard on the radio around bedtime in war news coverage and even propaganda.

Instead of a traditional awareness message, Babyshop, decided to play a specially created Arabic lullaby on Syria’s two largest radio stations, and speakers in refugee camps, at 8pm. every night, to replace the sounds of war at bedtime with a lullaby of peace.

To help children get the sleep they deserve Babyshop collaborated with Syrian singer songwriter Ghaliaa Shaker to create this unique Arabic lullaby. She worked with a team of neuroscientist and music therapists at every stage of the composition to ensure its effectiveness in calming the nerves of children.

The lullaby was created as a tool to be used by families for as long as they need it, to bring peace and comfort into their

For many children in Syria, there is no respite from the stresses of war, even at bedtime. So, Babyshop decided to interrupt radio listening time reserved for adults, to play a lullaby for children, every night at bedtime.

They partnered with Syrian songwriter Ghaliaa Chaker to compose this beautiful soothing Arabic lullaby, collaborating with neuroscientists and music therapists to follow scientific principles proven to calm the nerves of children.

The lullaby played on Syria’s two largest radio stations at 8pm. every night to replace the sounds of war with a lullaby of peace.

Using radio allowed Babyshop to reach families on a large scale, seamlessly entering their homes with a soothing piece of music.

By playing the lullaby every night at exactly 8pm. it could be used as a daily tool for families to use, encouraging an important routine for parents to put their children to bed.

To create an effective lullaby, the artist Ghaliaa Chaker worked with neuroscientists and music therapists at every stage of the composition, ensuring the song followed musical principles proven to calm the nerves, including: a gentle rhythm, simple melody, slow tempo, repetition, and short intervals.

The full lullaby played on Syria’s two largest radio stations every night at 8pm. for an entire month.

Using radio, Babyshop reached hundreds of thousands of families daily, allowing this soothing music to seamlessly enter their homes, encouraging a routine for parents to put their children to bed.

We leveraged Chaker’s influence, promoting the song on Anghami and social channels. The campaign was amplified through extensive global news coverage, including live interviews with Ghaliaa Chaker, who played the song live on air, reaching millions more people around the world. A special radio station Frequencies of Peace FM was also set up to play the lullaby 24/7.

The lullaby played during radio time for adults, helping children fall asleep peacefully and reminding adults of young listeners.

This lullaby aired nightly at 8pm on Syria's two major radio stations from March 2023, continuing as an ongoing initiative. It reached over 4 million Syrian radio listeners each night.

This scientifically designed lullaby, born from collaboration, provided families a lasting tool to aid children affected by Middle Eastern conflict indefinitely.

The initiative gained global attention, featured on TV networks and publications worldwide, including Sky News, CNN, Euro News, reaching 147,860,000 people.

The song remains accessible for families on Anghami, the Middle East’s premier music streaming service, and on a dedicated radio station, Frequencies of Peace FM, broadcasting the lullaby 24/7.