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Frequencies of Peace
Agency FP7 McCann Dubai + Initiative Media Middle East FZ LLC / Dubai + Marketiers / London + DejaVu / Beirut
Category
Innovation / Use of Media in Radio & Audio
Annual ID
OS24_RA040M
About the Work
The project, launched by Babyshop, a leading retailer for babies in the Middle East, was aimed at aiding children affected by the trauma of war in Syria. Recognizing that nearly five million children born in Syria since March 2011 have known nothing but war, the brand aimed to provide solace through a unique media initiative.
Central to this project was the creation of a scientifically backed Arabic lullaby, designed to soothe and calm the nerves of children traumatized by war, thereby helping them get peaceful sleep. This initiative was rooted in Babyshop's belief that every child deserves the best start in life, and that healthy sleep is fundamental in early development. Understanding the impact of war on peaceful bedtimes, they sought to offer more than just an awareness campaign; they aimed to provide a lasting, effective tool for families.
The lullaby was a collaborative effort with Syrian singer-songwriter Ghaliaa Chaker and a team of neuroscientists and music therapists. It was specifically composed to replace the stressful sounds of war heard every night with calming music. This project made innovative use of media by broadcasting the lullaby every night at 8pm on Syria’s two largest radio stations and through loudspeakers in refugee camps, reaching millions of families. This approach not only offered a soothing bedtime experience for children but also served as a daily routine that families could rely on. The lullaby was made a permanent tool for families across the Middle East to use as long as they needed it.
The importance of this project lies in its innovative approach to using media for social good. By transforming the media space usually dominated by news of war into a platform for delivering peace and comfort, Babyshop demonstrated a profound understanding of the cultural and emotional needs of families in war-torn regions. The project successfully leveraged the power of music therapy, cultural sensitivity, and media reach to make a tangible difference in the lives of children and families affected by conflict.
Central to this project was the creation of a scientifically backed Arabic lullaby, designed to soothe and calm the nerves of children traumatized by war, thereby helping them get peaceful sleep. This initiative was rooted in Babyshop's belief that every child deserves the best start in life, and that healthy sleep is fundamental in early development. Understanding the impact of war on peaceful bedtimes, they sought to offer more than just an awareness campaign; they aimed to provide a lasting, effective tool for families.
The lullaby was a collaborative effort with Syrian singer-songwriter Ghaliaa Chaker and a team of neuroscientists and music therapists. It was specifically composed to replace the stressful sounds of war heard every night with calming music. This project made innovative use of media by broadcasting the lullaby every night at 8pm on Syria’s two largest radio stations and through loudspeakers in refugee camps, reaching millions of families. This approach not only offered a soothing bedtime experience for children but also served as a daily routine that families could rely on. The lullaby was made a permanent tool for families across the Middle East to use as long as they needed it.
The importance of this project lies in its innovative approach to using media for social good. By transforming the media space usually dominated by news of war into a platform for delivering peace and comfort, Babyshop demonstrated a profound understanding of the cultural and emotional needs of families in war-torn regions. The project successfully leveraged the power of music therapy, cultural sensitivity, and media reach to make a tangible difference in the lives of children and families 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
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