Retailer partners with UNHCR for ‘Frequencies of Peace’ initiative

Babyshop, a leading baby and children’s retailer in the MENA region, has launched a new initiative, ‘Frequencies of Peace’, aiming to soothe the lives of Children in war and disaster areas in support of UNHCR, the UN Refugee Agency with a lullaby.

The initiative’s new lullaby (#LullabyofHope), developed with a team of neuroscientists from the music therapy platform Spiritune and sung in Arabic by artist Ghaliaa Chaker, is a specially constructed song capable of calming, soothing and helping children get to sleep whilst living in devastating situations.

A vital tool for parents and caregivers, the lullaby has been developed based on evidence-based music therapy and neuroscience research from leading institutions, such as New York University and Stanford.

Bodyshop’s belief

Replacing the sounds of war with the sounds of a lullaby to bring comfort and hope across the Middle East, this novel approach to address and support babies and children affected by war embodies Babyshop’s ethos that ‘every child deserves the best start in life’.

Marking the release of the lullaby, people worldwide are encouraged to listen via Anghami, the leading music and entertainment streaming platform in the MENA region, or Spiritune for those across the globe or outside the Middle East.

Share the song with friends and family, and if they can, donate via frequenciesofpeace.com or in Babyshop stores, with proceeds going to help provision child protection case management for Syrian refugee children in Lebanon.

Scientific studies show very clearly that music profoundly impacts the nervous system.

Soothing effect

Lullabies are highly effective in regulating children’s nervous systems, and this effect is reflected in their construction. Elements such as simple melodies, repetition, basic rhythm, low intensity, soft attacks, and small intervals are crucial when composing a song capable of calming down an anxious child.

What sets Frequencies of Peace apart is that it has been specifically created for children in such situations.

An estimated 200 million children live 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 30% but account for 41% of all forcibly displaced people. Children in countries affected by wars and disasters often experience psychological distress, including anxiety, sadness, fatigue, and sleep disturbances.

From the region

Ruban Shanmugarajah, CEO of Babyshop, said: “Born in the heart of the Middle East, Babyshop has built an enduring relationship with families across the region.

“We stand for every child’s right to a peaceful, nurturing start in life. The harsh reality of conflict has deprived many children in the Middle East of the simple, vital privilege of a good night’s sleep. ‘Frequencies of Peace’ symbolises our unwavering commitment to these children.

“It’s more than a lullaby—a message of hope and resilience, a promise of a brighter, more peaceful future. As we share this lullaby with the world, we urge everyone to join us in this endeavour. Every child deserves tranquillity; we can help make it a reality together,” Shanmugarajah added.

Houssam Chahin, UNHCR’s Chief of Private Sector Partnerships for MENA, said: “Our region has been under immense pressure for years regarding war and disaster. Every day is an emergency for many children born into crises.

“As worldwide crises continue, Frequencies of Peace provides a glimmer of comfort. This lullaby is a solace for those living in these horrific conditions while UNHCR continues its coordinated response across the globe to relieve their most pressing needs. With our partners, aid organisations and host governments, we ask you to share this song with friends and family and donate to assist the most vulnerable.”

Therapeutic music

Jamie Pabst, Founder and CEO of Spiritual, said: “Scientific studies clearly show that music has a profound impact on the nervous system. Lullabies are very good at regulating children’s nervous systems, and this reflects how they are constructed.

“Things like having a simple melody, repetition, basic rhythm, low intensity, soft attacks, small intervals – are vital when constructing a song that can calm a child. What’s special about Frequencies of Peace is that it’s been specifically made for these children in these situations.”

Ghaliaa Chaker, singer/songwriter, said: “Frequencies of peace is an entirely novel approach to address and support people affected by war, most importantly, babies and children. I wanted to write something that would be easily understood and interpreted even by a toddler, if not the lyrics, the rhythm, the frequency, the pattern.

“Something that would convey a message to say – it’s okay, you can go to sleep, it will be okay, and to provide some sense of safety. Words alone often can’t achieve this.

“This song is about comfort, for children and babies to feel that their parents are there, their siblings are safe, and tomorrow could be a better day.”

Marian Bahadar, VP of Marketing at Anghami, noted: “Music is a potent tool, especially in war and conflict situations, providing a deep sense of comfort and caring.

“Parents and caregivers can use frequencies of Peace to help reduce some physiological states that anyone in a trauma situation usually exhibits.

“The hope is that the lullaby is downloaded to help children relax, sleep, and feel comforted in ways that may not be possible without the music.”

To listen to the lullaby: https://www.anghami.com/

To support Frequencies of Peace: #LullabyOfHope

Featured image: All to keep the children calm and happy. Image: UNHCR

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