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Frequencies of Peace

Lions Awards (3)
Bronze Lion : Media, Entertainment for Music, Radio & Audio
CLIENT
Babyshop
BRAND
Babyshop
REGION
Middle East/North Africa
CATEGORY

Brand Experience & Activation
Entertainment
Entertainment for Music
Health & Wellness
Media
Radio & Audio

INDUSTRY
Retail / Furniture
DESCRIPTION
To help children affected by conflict get the sleep they deserve, Babyshop took over the radio airwaves in Syria every night at bedtime, to replace the sounds of war with a scientifically backed Arabic lullaby of peace.
The lullaby was created in collaboration with prominent Syrian musician Ghaliaa Chaker and a team of neuroscientists and music therapists from Spiritune, composed following a strict set of musical principles, to ensure its effectiveness in calming the nerves of children and eliciting healthy sleep.
Babyshop played the lullaby on Syria’s two largest radio stations, and on loudspeakers in refugee camps, every night from March 2023 onwards, interrupting listening time for adults and reaching millions of families at bedtime – giving them an effective tool they could use every night to help children get to sleep in peace.
AGENCIES
FP7 McCann Dubai
Commonwealth Dubai