The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Frequencies of Peace
Agency FP7 McCann Dubai + Initiative Media Middle East FZ LLC / Dubai + Marketiers / London + DejaVu / Beirut
Category
Radio & Audio
Annual ID
OS24_HW066M
About the Work
The project, initiated by Babyshop, was designed to address the traumatic experiences of children in war-torn Syria. With nearly five million children in Syria growing up amidst war since 2011, the need for a soothing, calming intervention was paramount. Babyshop, acknowledging the fundamental importance of healthy sleep for children's early development, created a unique, scientifically backed lullaby. This lullaby was aimed at helping children affected by trauma to find peace and calmness, aiding their sleep during turbulent times.
The lullaby was crafted in collaboration with Syrian singer-songwriter Ghaliaa Chaker and a team of neuroscientists and music therapists, ensuring it was specially composed to soothe and calm the nerves of children traumatized by war. Its effectiveness was rooted in its careful construction, following musical principles known to elicit calmness and tranquility.
Importantly, the placement of this work was critical to its success. Babyshop chose to broadcast the lullaby every night at 8 pm on Syria’s two largest radio stations and through loudspeakers in refugee camps. This strategic placement ensured the lullaby could effectively replace the distressing sounds of war with calming music, directly impacting the bedtime environment of millions of families. The widespread reach of the lullaby, accessible across various platforms, made it an effective and meaningful daily tool for families, offering a semblance of normalcy and comfort in a context of ongoing conflict.
Understanding the cultural background is essential to appreciate the full impact of this project. In a region where war has been a constant backdrop for a decade, the introduction of a peaceful, calming lullaby at bedtime provided not just a tool for better sleep but also a powerful symbol of hope and resilience. The project stands out as a testament to the power of thoughtful, culturally sensitive media intervention in providing relief and support to those affected by conflict.
The lullaby was crafted in collaboration with Syrian singer-songwriter Ghaliaa Chaker and a team of neuroscientists and music therapists, ensuring it was specially composed to soothe and calm the nerves of children traumatized by war. Its effectiveness was rooted in its careful construction, following musical principles known to elicit calmness and tranquility.
Importantly, the placement of this work was critical to its success. Babyshop chose to broadcast the lullaby every night at 8 pm on Syria’s two largest radio stations and through loudspeakers in refugee camps. This strategic placement ensured the lullaby could effectively replace the distressing sounds of war with calming music, directly impacting the bedtime environment of millions of families. The widespread reach of the lullaby, accessible across various platforms, made it an effective and meaningful daily tool for families, offering a semblance of normalcy and comfort in a context of ongoing conflict.
Understanding the cultural background is essential to appreciate the full impact of this project. In a region where war has been a constant backdrop for a decade, the introduction of a peaceful, calming lullaby at bedtime provided not just a tool for better sleep but also a powerful symbol of hope and resilience. The project stands out as a testament to the power of thoughtful, culturally sensitive media intervention in providing relief and support to those affected by conflict.
2024 Awards
Total Points: 3
Merit
Credits
Agency
FP7 McCann Dubai
Media Agency
Initiative Media Middle East FZ LLC / Dubai
PR / Marketing Agency
Marketiers / London
Production Company
Deja Vu / beirut
Associate Creative Director
Stefan Schutte
Chief Creative Officer
Federico Fanti
Creative Director
Nerine Gardner
Paulo Engler
Creative Technologist
Mihailo Rsumovic
Executive Creative Director
Fouad Malak
Sen Aunindo
Producer
Karol Akl
Social Media Manager
Khaoula Maliki
Regional Head of Strategy
Tahaab Rais
Senior Arabic Copywriter
Manar Abdulla
Shaza Yousef
Account Manager
Alston D'sa
Business Director
Vicky Kriplani
Business Leadership
Nima Askari
Head of Marketing
Mitin Chakraborty
Head of Strategic Planning
Mario Morby
Marketing manager
Shailesh Bhadra
Senior Account Manager
Ingrid Bechara
Senior Marketing Executive
Gallagher D'Souza
Social Media Executive
Noor Mehdi
Video editor
Deydson Rocha
Related Awards
