Dubai, United Arab Emirates: Saatchi & Saatchi Middle East, a leading advertising and communications agency under Publicis Groupe ME, has teamed up with Sixieme Son, world leader in sonic branding and sound design, and Mindloop Studios, to launch a powerful campaign titled “Sound Affects”. Introducing the world's first sound effects library, the campaign channels 100% of royalty proceeds to aid in psychological treatment and traumatic support for individuals or refugees coping with post-traumatic stress disorder (PTSD) as a result of acts of violence, war or other traumatic incidents.  By turning royalty rights into human rights, ‘Sound Affects’ sheds light on the lingering reality of PTSD.

Research shows that 4 out of 5 PTSD episodes are triggered by sounds, with everyday noises taking victims back to their traumatic experiences and reopening their wounds. While several NGOs provide aid, sustaining funds is a recurring challenge, making it even harder for victims to get access to help.*

To support NGOs dedicated to assisting trauma survivors, Sixieme Son and Saatchi & Saatchi used foley techniques to create a collection of sound effects made from everyday items, that mimic PTSD triggers. 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.

“All of this could have been done digitally, but we wanted to be authentic and truly capture how real everyday sounds around us can take PTSD victims back to their disturbing past.” explains Ahmed Haffar, Managing Partner at Mindloop Studios and The Voice of Dubai.

Behind each sound, there lies 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 neighbourhood. By purchasing that track, buyers can directly support her (and others’) recovery journey(s).

“Sound, here, demonstrates its tremendous emotional power. We are proud of this collaboration and the impressive work of all the teams involved”, adds Laurent Cochini, Managing Director of Sixième Son.

“We know that sounds can have a lot of power. And now they have the power to make a difference.” says Sebastien Boutebel, Chief Creative Officer at Saatchi & Saatchi Middle East.

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 suffering from PTSD. By choosing Sound Affects, buyers not only enhance their creative projects but also contribute to the healing journeys of those affected by PTSD.

The campaign video can be viewed here: soundafx.me

*Source: BIOMED CENTRAL

Credits:

   Agency: Saatchi & Saatchi Middle East

   Client: Sixieme Son

 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

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

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

  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.