Radio and Audio > Excellence in Radio & Audio

FREQUENCIES OF PEACE

FP7 McCANN, Dubai / BABYSHOP / 2023

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

Write a short summary of what happens in the radio or audio work.

This is a unique scientifically backed Arabic lullaby, specifically created to reduce anxiety and calm the nervous system of children, particularly those affected or traumatized by war, in order to help them fall asleep peacefully.

The lullaby, written and performed by Syrian singer songwriter Ghaliaa Chaker, was composed working closely with a team of neuroscientist and music therapists from Spiritune. We collaborated with Chaker and these experts at every stage of the composition to ensure the lullaby follows a strict set of scientific principles in music, proven to calm the nerves of children and elicit peaceful sleep, including a gentle rhythm, simple melody, slow tempo, repetition, short intervals and numerous other aspects pertaining to voice and tone.

These principles have all been strictly adhered to in the composition to create the overall effect of a soothing and effective lullaby for all children, especially those who have experienced trauma.

Translation. Provide a full English translation of any audio.

Close your eyes, those beautiful eyes.

You will see the stars shining just for you.

Let the stars tell you how much I love you, that I can't wait to see you all grown, that I'm waiting for this day to come.

Close your eyes, with jasmine leaves.

You will see the bird and its friends happy to see you

Let the bird tell you how much I love you, that I can't wait to see you all grown, and that I'm waiting for this day to come.

Background:

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 the 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 a brand that believes every child should have the best start in life, Babyshop a leading retailer for babies in the Middle East, decided to help by seeking a unique solution in order to to provide support and comfort to children suffering from trauma and help them get the sleep they deserve.

Describe the Impact:

The lullaby intercepted radio listening time reserved for adults with an effective piece of music for children, reminding adults that children are listening too.

By creating this scientifically backed song Babyshop gave families a lasting tool to soothe and calm the nerves of children affected by conflict, helping them get to sleep in a healthy way.

The lullaby played on Syria’s two largest radio stations every night from March 2023 onwards, reaching over 4 million radio listeners across Syria. It will continue to air as an ongoing initiative.

The initiative was amplified on TV news networks and publications across the world including Sky News, CNN, Euro News and more – reaching a total of 147,860,000 people.

The song was made permanently available for families on Anghami – the Middle East's leading streaming platform – and a permanent radio station Frequencies of Peace FM, created to play the lullaby 24/7.

Tell the jury about the use of music

Instead of creating a traditional ad to spread awareness Babyshop created a scientifically backed piece of music that can serve as a tool for families and children who need it.

Studies have shown that music can have a profound impact on the nervous system of children.

Babyshop wanted to harness the power of music in the form of a lullaby to help reduce anxiety, and calm the nervous system of children affected by conflict in Syria, helping them get to sleep peacefully.

To ensure the lullaby’s effectiveness we worked with the artist, collaborating with neuroscientists and music therapists to compose the song that follows strict musical principles known to calm the nervous system of children.

By using radio airtime to play a piece of music, we found a way to seamlessly reach refugees and the homes of families to help create a peaceful environment, every night at bedtime.

Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?

The Syrian civil war is a multi-sided conflict that began in March 2011, it has been the cause of 12 years of continuous violence, hardship and trauma, leading to the displacement of millions of Syrian children, many of whom now reside in Syrian refugee camps.

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.

According to a 2021 survey, one third of children throughout Syria showed signs of psychological distress including anxiety, sadness, fatigue, or trouble sleeping.

The sounds of war are heard all around them, commonly in the form of constant war coverage and even propaganda on radio.

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