Acute respiratory infection is a leading cause of death in sub-Saharan Africa, and many medical facilities lack the infrastructure, equipment, and training to diagnose and treat patients in respiratory distress.
ALIMA works with ministries of health in Mali, Niger, Guinea, Sudan, and Burkina Faso to improve sustainable long-lasting access to medical oxygen across urban and remote areas, implementing programs that target medical, technical, and logistical barriers to effective treatment.
Created by boutique marketing agency Nazar Works, Breath for All taps into the cultural phenomenon of breathwork. Created with licensed practitioners, the campaign includes three short meditation ads (Rise, Refresh, Unwind) and a long-form video narrated by Nigerian voiceover artist Blessyn Kure, culminating in a series of ALIMA patient photos. The ads feature iconic African landscapes animated by Six N. Five in his recognizable style.
Each ad is backed by an 8D music track composed by international creative music agency MassiveMusic, whose audio synchronizes with dreamlike iconic African landscapes brought to life by Six N. Five.
To learn more, we spoke to Cece Wyldeck, Director of Creative Development @ MassiveMusic Amsterdam
What was the brief?
In 2022 alone, ALIMA treated more than 200,000 children under the age of five for acute respiratory infections; that’s 10M patients overall. And that’s what their ‘Breath for All’ campaign is all about: collaborating closely with local ministries of health to ensure consistent access to life-saving medical oxygen.
So, when they came to MassiveMusic with the brief to create something that could rise above the noise and create awareness, we did what we do best: we tapped into the power of music and sound.
How did the initial pitch/brainstorming phase go?
We exchanged reference tracks within the ambient sphere and found that we were incredibly aligned, which made the process seamless and rewarding. We created two different demos but there was an immediate preference for one of them which stood out on both sides so we ended up finishing that.
We thoroughly explored the idea of human breath and played a lot with those pulses and how it would mirror the moving images. This was the basis of the idea.
What was the process behind ideating the concept?
We delved deep into the vibrant and diverse Sub-SaharanAfrican heritage, using sounds that are native to the region’s culture. Instruments such as the kalimba and mbira allowed us to compose a track that invites viewers to immerse themselves in a transformative experience.
In combination with the dreamlike visuals of the iconic African landscapes, created by multidisciplinary design studio Six N. Five, our sound aims to take the audience on a musical journey. Something that makes the sound unique is that the track is not only used as background music, but rather serves as an integral and emotionally resonant component throughout the campaign.
What was the production process like?
Our producers, like the sonic wizards that they are, conjured up some mind-bending 8D techniques to take audience attention grabbing to an entirely new level. The soundtrack wraps the listeners up in an immersive cocoon of sound, making you feel like you’re right there.
The result? A soothing track that dances harmoniously with the relaxed visuals of the film. By using the 8D cutting-edge audio technique, we were able to immerse the listener in a multidimensional soundscape.
What was the biggest challenge during production? How did you overcome it?
We had to work on non-finished work that hadn’t been animated yet, sort of guessing the movement of the sun. Also, at the end of the film the mood changes to a more serious tone of voice to deliver the overall message.
We really wanted to nail the balance between the seriousness of the subject matter, without being too ominous or dramatic. This took some dialing in.
What kit/tools/software were used to create the project?
Secret ingredients. And lots of love.
What is one funny or notable thing that happened during production?
Having to listen and watch the whole thing while working on it and reviewing it made us very sleepy and calm. This made the project a nice change of pace in between the more high stress work we also do. Productive and relaxed at the same time. What’s not to love?
What’s the main message of this project and why does it matter?
Breathing calms our nerves and grounds us, but the ability to do so is something that we might take for granted. When looking across Sub-Saharan Africa, acute respiratory infection is a leading cause of death due to late-stage diagnoses and a scarcity of oxygen supplies.
Hospitals often lack the resources to diagnose and care for patients with respiratory infections, and that’s exactly where ALIMA steps in. From introducing early detection tools and updating patient intake protocols to boosting oxygen production and innovating supply chains.
How long did it take from inception to delivery?
Approximately two months.
What do you hope it achieves for the brand?
More awareness and donations. We love the message of taking a breath to give a breath, and we’d love to see more and more people donate via this link.
Credit list for the work?
MassiveMusic Amsterdam
