Babyshop, the baby and children’s retailer in the MENA region, has launched an initiative called ‘Frequencies of Peace’ with the help of creative agency FP7 McCann. Its main aim is to improve the lives of children in war and conflict areas, in support of UNHCR, the UN refugee agency. ‘Frequencies of Peace’ is a lullaby, developed with a dedicated team of neuroscientists from music therapy platform ‘Spiritune’. It is a specially developed song, which can calm, soothe and assist children go to sleep while living in devastating situations and also for those who have had experienced the turmoil early in their lives. Babyshop has adopted this novel approach to address and support babies and children affected by war by replacing the sounds of war with the sounds of a lullaby to bring comfort and hope across the Middle East. This will surely assist parents and caregivers, as the lullaby has been made by evidence-based research in music therapy and neuroscience from leading institutions, such as New York University and Stanford.Moreover, scientific studies show very clearly that music has a profound impact on the nervous system. Lullabies, in particular, are highly effective in regulating children’s nervous systems. Across the world, an estimated 200 million children are living in the world’s most lethal war zones in the Middle East. Babies exposed to the sights and sounds of terror and war have been shown to develop PTSD, depression, and high rates of anxiety as they grow up. According to UNHCR’s Global Trends Report 2022, children make up to 30% but account for 41% of all forcibly displaced people. Children living in countries affected by wars and disasters often experience psychological distress, including anxiety, sadness, fatigue, and sleep disturbances. Mitin Chakraborty, Head of Marketing at Babyshop, commented: “As Head of Marketing for Babyshop, I've seen firsthand the impact of collective action. 'Frequencies of Peace' was born from a realization that peaceful sleep is a luxury for children in conflict zones. This scientifically-designed lullaby is our humble attempt to offer them the tranquillity they deserve. It's a joint effort with our incredible partners—UNHCR, Spiritune, and Anghami—uniting us in the commitment to make a real difference, one lullaby at a time.”<div class="video-container"><iframe src="https://www.youtube.com/embed/LWSJJ4XEUP8?si=dldbgUWyuEgAH1C9" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></div>Fanti Federico, Chief Creative Officer at FP7 McCann, noted: “We are extremely proud to be part of this campaign, and to work with Babyshop, the artist and the team of neuroscientists from Spiritune. There is nothing more rewarding than using creativity to build effective and long-lasting tools that can benefit underprivileged people. This Lullaby can not only help children in war and disaster zones, but it can also represent a meaningful symbol of peace for the wider audience.” He added “The process has been humbling to be part of, and with the support of the UNHCR we hope that we can bring comfort to millions of children all over the world.”In a world where millions of children are burdened by the trauma of war and its aftermath, the simple power of a lullaby offers a glimmer of hope and solace amidst the chaos.