Sao Paulo is one of the biggest and busiest cities in the world. Up to 40% of its inhabitants have insomnia 3 nights or more per week. Although it may cause depression, hypertension, obesity and even diabetes, insomnia is rarely considered a disease in itself. Therefore the diagnosis rate is very low.

The need for public awareness was clear. So we wanted to come up with something unique and impactful, and binaural waves seemed perfect for that.

Radio was the chosen media to provide a live simultaneous experience for thousands of people. And Alpha FM is already well known for its elegant, smooth musical programs.

As part of It's a Dreamer's World awareness campaign, we created a radio stunt to drive people's attention to sleep disorders in general and insomnia in particular: the first-ever binaural radio transmission.

Welcome to SLEEP RADIO.

SLEEP RADIO was a unique audio experience in which the songs normally played by Alpha FM were enhanced with binaural waves.

[Please refer to the videocase -- it includes a sample of binaural waves which you can actually experience if you are using headphones].

Binaural waves have been studied for decades for their ability to induce relaxation, meditation, creativity and other mental states. The phenomenum is perceived through headsets, when one of the stereo channels (left/right) delivers sounds at a slightly different frequency than the other. This difference generates the feeling of a "beat" which can drive the brain into a delta state – and could actually put a person into a relaxed state.

Our objective was to offer a memorable experience, designed to help people relax, prepare them to sleep, and generate awareness as to the risks of untreated insomnia.

Following a week of radio spots covering the risks of insomnia and hints on how to sleep better, on Friday night Alpha FM aired a full hour of binaural music.

SLEEP RADIO was the first-ever radio transmission of binaural songs.