'Bagels by BENEE' is a pop song, created by New Zealand's biggest pop star.

Every aspect of the track is designed to reduce the listener's anxiety, using musical scientifically shown to calm racing thoughts and ease the anxious mind, from certain tempos, to chord structure, to keys, to lyrics.

By the end of the track, the listener's thoughts will have slowed and they will be in a more relaxed physiological state.

After the banking sector posted a quarterly profit of $1.74billion, they were charged to act with Social Licence by Prime-Minister Jacinda Ardern - acting above regulation and into public approval. ASB's marketing efforts were centred around sports sponsorships and stadiums, and made a bold step towards more pressing matters. After discovering psychological distress soared to 24% for youth, and the teen suicide rate 2nd highest in the OECD, ASB partnered with a "for youth, with youth" organisation: Youthline.

Once the partnership was announced, Youthline became overrun with calls and messages, highlighting the severity of the issue in NZ. ASB wanted to reduce the number of youths that needed to call Youthline.

We had three key objectives:

- Lift ASB's Corporate Reputation Score +5

- Create a digital tool to help struggling youth

- Tell New Zealand about this digital tool

New Zealanders don't trust banks because of their 'astronomical' profits, and wanted to see them help the public with their funding.

New Zealanders also have 'tall poppy syndrome' and a 'she'll be right' attitude to everything, including mental health. But, we needed new solutions for anxiety and mental illnesses.

10million+ streams

Corporate Reputation Score +9.9 and contributed one of the greatest positive impacts to ASB's reputation - higher than even sponsoring the All Blacks!

Brand love on average went from 113 to 122.

23 million impressions on ASB owned social media channels

725,000 reach through earned PR

210,021 reach through influencers

Average engagement rate of 10.1% (industry standard is 5%)

Bagels has been added to 80 'chill' playlists worldwide

Hit international headlines through the Rolling Stone, Sydney Morning Herald, and NBC – an American news outlet.

The more people that knew about this tool, the more effective it could be at alleviating symptoms of anxiety. Plus, according to PR-based measurements, there was 100% positivity across all stories mentioning Bagels as a new resource to support youth mental health.

Each person listening to the song represented more than a fan or consumer. They were someone needing help.

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

You are not alone, you are not alone

I went to the beach, um, went to the beach

And I went for a swim and it was really nice

And I just like, I got up and had a really good hot shower

And I ate, I ate a bagel, do you like bagels?

I love bagels, why do you like bagels?

Bagels just make me feel so good

I love bagels

Do you like bagels?

I love bagels

Benee and her producer worked with the scientists to create and refine the song using musical elements scientifically shown to relax the nervous system. Every aspect, from the tempo of 60-80 bpm, the key of C-major,, the natural soundscape and harmonies, to the subtle message in the lyrics, “you are not alone,” is designed to take away feelings of anxiousness.

It was paired with an animated music video that uses scientifically calming visual techniques, from shapes to colours, to a therapeutic eye movement technique called Eye Movement Desensitisation and Reprogramming.

Prior to release it was tested in the largest neurological study ever conducted on the link between music and anxiety. It outperformed all other test tracks, leading to it being dubbed the 'most relaxing song in the world'.

It was released by BENEE as an official single, and amplified through social channels, mainstream-media and youth-focused media.