Frequencies of Peace.
Babyshop broadcast a lullaby developed with neuroscientists every night at 8pm on Syrian radio, to help children who had lived through war fall asleep.
- Brand
- Babyshop
- Agency
- FP7 McCann Dubai
- Market
- Syria
- Region
- MENA
- Year
- 2023
The challenge
Conflict has left many children in the region unable to sleep. Babyshop's chief executive said it had deprived many children in the Middle East of 'the simple, vital privilege of a good night's sleep' (Arab News).
The idea
In March 2023 Babyshop launched a scientifically backed Arabic lullaby in Syria, broadcast nightly at 8pm on Syrian radio (Melody FM and Arabesque FM, according to Babyshop) and available on Anghami and a dedicated station, Frequencies of Peace FM (D&AD). Neuroscientists at the music-therapy platform Spiritune developed it with Syrian singer-songwriter Ghaliaa Chaker, who sang it. In September 2023 Babyshop relaunched it with UNHCR for Syrian refugee children, with donations going to child protection for Syrian refugee children in Lebanon (Babyshop).
Case study source: D&AD Source ↗
Awards
- Clio Awards 2024Clio Awards / Media / AudioSilver
- Clio Awards 2024Clio Awards / Media / Specific Target AudienceGold
- Clio Awards 2024Clio Awards / Audio Craft / MusicBronze
- Clio Awards 2024Clio Awards / Audio / RadioBronze
- Cannes Lions 2023Media – B02 USE OF AUDIO PLATFORMSBronze
- Cannes Lions 2023Entertainment Lions for Music – A03 USE OF ORIGINAL COMPOSITIONBronze
- Cannes Lions 2023Radio & Audio – A05 RETAILBronze
- D&AD 2024: Graphite Pencil in Entertainment (Audio) and Wood Pencil in Radio & Audio (Tactical)
Credits
- Lullaby development
- Spiritune
- Singer
- Ghaliaa Chaker
- Production
- Dejavu
- PR
- markettiers4dc
- Partner
- UNHCR
