Background
THE IMPACT OF MUNDANE SOUNDS ON PTSD.
With 4 out of 5 PTSD episodes being triggered by sounds*, noises from the simplest and most mundane, everyday items such as vacuum cleaners, and electric razors take them back to their trauma.
While for many, these sounds may evoke familiar feelings of home, comfort, and joy, for millions of victims affected by war, these everyday sounds are PTSD triggers, that take them back to traumatic moments or the past.
83% OF NGOs STRUGGLE TO SECURE CONTINUOUS FUNDING
While several NGOs provide aid, sustaining funds is a recurring challenge, making it even harder for victims to get access to help.
Sixieme Son, one of the world’s leading sound design companies aimed to use their credentials and expertise to harness the meaningful power of sounds, tackle sonic trauma, and support those affected by war.
*source: Biomed Central
Idea
Sound Affects
The world’s first sound effects library that converts royalty rights into reparation rights
To support NGOs dedicated to assisting trauma survivors, Sixieme Son used foley techniques to create a library of sound effects made from everyday items.
With an array of sounds ranging from gunshots to explosions, sirens, and helicopter whirs, the collection is ideal for frequent users of sound effects clips in entertainment, advertising, and audio-visual productions.
Behind each sound, was a real story of trauma like Ferhana’s, a refugee from Kabul, who finds that the hum of her aunt’s sewing machine triggers memories of tanks tearing through her neighborhood. By purchasing that track, buyers could directly support her and others like her.
The Sound Affects collection is available at soundafx.me, with 100% of proceeds being directed to trauma reparation, establishing a sustainable and long-lasting donation mechanic for NGOs dedicated to helping victims around the world.
Strategy
The PR strategy was rooted in the insight that the emotional weight of PTSD in conflict victims is often overshadowed by more visible issues. The key message centered on transforming the familiar into a force for healing, emphasizing that each sound effect carries a story of survival and resilience.
The target audience was twofold: First, media and entertainment professionals who regularly utilize sound libraries, positioning them as key contributors to the cause. Second, a broader demographic of socially conscious consumers and organizations who value ethical purchases and could be galvanized by the campaign's innovative approach.
Assets were created with compelling storytelling at their core, each sound accompanied by the narrative of the individual it represented. These assets were distributed through targeted channels to reach industry professionals, coupled with a wider media outreach to engage the general public and relevant NGOs, maximizing both reach and impact.
Execution
Using foley techniques, we created a library of sound effects exclusively from everyday items that mimicked PTSD triggers. Each sound reflected a real story of a traumatic experience.
Out of respect for the victims who shared their stories, every detail of each soundtrack was carefully crafted, taking into consideration their descriptions of exactly what occurred in the events they described.
And just like that, a sewing machine became a passing tank, a water stream transformed into an explosion, bubble wrap mimicked gunshots, and traumas that caused pain became a form of healing for those who suffered.
A highly targeted campaign invited media, entertainment, and production communities to our library, where they could download the sounds, with 100% of proceeds directed to NGOs supporting PTSD victims from conflict zones.
By choosing Sound Affects, buyers could not only enhance their creative projects but also contribute to the healing journeys of PTSD victims.
Outcome
In just two weeks, our sound waves made ripples everywhere:
85% response rate
58 media mentions
1.5M$ earned media
78% Donation consideration
Dubai Lynx 2024
1 X Silver for Audio Design
5 X Shortlists
Credits:
Saatchi & Saatchi Middle East
Head of Agency: Ramzi Sleiman
Chief Creative Officer: Sebastien Boutebel
Chief Strategy Officer: Tahaab Rais
Executive Creative Director: Gautam Whader
Senior Creative Director: Bruno Barbosa
Creative Director: Mirko Arico-Torreno
Senior Copywriter: Rohan Kodialbail
Art Director: Sharon Argosino
Copywriter: Thea Noun
Motion Designer: João Xavier
Motion Designer: Michael Marmito
Business Director: Karim El Kari
Associate Business Director: Lea Maalouli
Adrian Mutescu: Business Director Strategy & Insights
Mongi Bhouri: Associate Director Strategy & Insights
Head of production: Shereen Mostafa
Associate Director – post producer: Tania Hage
Chief Creative Officer: Sebastien Boutebel
Chief Strategy Officer: Tahaab Rais
Executive Creative Director: Gautam Whader
Senior Creative Director: Bruno Barbosa
Creative Director: Mirko Arico-Torreno
Senior Copywriter: Rohan Kodialbail
Art Director: Sharon Argosino
Copywriter: Thea Noun
Motion Designer: João Xavier
Motion Designer: Michael Marmito
Business Director: Karim El Kari
Associate Business Director: Lea Maalouli
Adrian Mutescu: Business Director Strategy & Insights
Mongi Bhouri: Associate Director Strategy & Insights
Head of production: Shereen Mostafa
Associate Director – post producer: Tania Hage
Digitas Dubai
Senior Creative Director: Eduardo Branco
Creative Director: Caio Gandolfi
Creative Director: Rodrigo Rocha
Senior Art Director: Fabio Koriyama
Senior Content Creator: Greg Szalontai
Senior Designer: Marie-Line Hindi
Business Lead: Nour Abou Alwan
Business Director: Nada Abboud
Creative Director: Caio Gandolfi
Creative Director: Rodrigo Rocha
Senior Art Director: Fabio Koriyama
Senior Content Creator: Greg Szalontai
Senior Designer: Marie-Line Hindi
Business Lead: Nour Abou Alwan
Business Director: Nada Abboud
Sixieme Son
The Voice of Dubai & Managing Partner at Mindloop Studios: Ahmad Haffar
Managing Director: Laurent Cochini
UX Creative Manager: Alexis Mangou
Project Management: Emma Hameau
Global Communication Director: Sophie De Busni
Head SFX Artist : Alexis Mangou
SFX Artist On Camera : Maaz Shahid
Paris Project Lead: Emma Hameau
Head of Project Paris: Laurent Cochini
Head of Project Communication & PR: Sophie De Busni
Managing Director: Laurent Cochini
UX Creative Manager: Alexis Mangou
Project Management: Emma Hameau
Global Communication Director: Sophie De Busni
Head SFX Artist : Alexis Mangou
SFX Artist On Camera : Maaz Shahid
Paris Project Lead: Emma Hameau
Head of Project Paris: Laurent Cochini
Head of Project Communication & PR: Sophie De Busni
Truffle Film
Executive Producer: Michel Abou Zeid
Executive Producer: Cynthia Chammas
Director: Danielle Rizkallah
Producer: Antoine Taymour Sfeir
Production Manager: Anthony Zouein
Production Coordinator: Rita Mookaled
Production Runner: Mahmoud Balaghi
Production Driver: Anthony Abboud
Director of Photography: Malek Hosni
Camera operator: Rony Khoubieh
Gaffer: Hani Saad
Rental House: Final Cut
Sound Engineer: Ralph Atallah
Head of post-production: Mary Bou Akl
Editor: Malek Hosni
Art Director: Rahaf Jammal
Location Manager: Joe Fayad
Location Coordinator: Elie Tawk
Executive Producer: Cynthia Chammas
Director: Danielle Rizkallah
Producer: Antoine Taymour Sfeir
Production Manager: Anthony Zouein
Production Coordinator: Rita Mookaled
Production Runner: Mahmoud Balaghi
Production Driver: Anthony Abboud
Director of Photography: Malek Hosni
Camera operator: Rony Khoubieh
Gaffer: Hani Saad
Rental House: Final Cut
Sound Engineer: Ralph Atallah
Head of post-production: Mary Bou Akl
Editor: Malek Hosni
Art Director: Rahaf Jammal
Location Manager: Joe Fayad
Location Coordinator: Elie Tawk