Health and Wellness > Health Awareness & Advocacy

FREQUENCIES OF PEACE

FP7 McCANN, Dubai / BABYSHOP / 2023

Awards:

Shortlisted Cannes Lions
CampaignCampaign(opens in a new tab)
Supporting Content
Supporting Content
Supporting Images

Overview

Credits

Overview

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 and explosive remnants of war. The sounds of war are heard all around them, from everyday conversations, to conflict and constant radio broadcasts featuring news of war and propaganda.

Children living in these 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 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 leading music streaming platform in the Middle East – and a permanent radio station Frequencies of Peace FM, created to play the

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 happyto 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.

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 displacement of millions of Syrians including 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.

More Entries from Brand-led Education & Awareness in Health and Wellness

24 items

Grand Prix Cannes Lions
THE LAST PERFORMANCE

Insurance

THE LAST PERFORMANCE

PARTNERS LIFE, SPECIAL

(opens in a new tab)

More Entries from FP7 McCANN

24 items

Silver Cannes Lions
WALL STREET BALLS

Social Data & Insight

WALL STREET BALLS

TESTICULAR CANCER SOCIETY, FP7 McCANN

(opens in a new tab)