During Youth Month, South Africans celebrate the youth of 16 June 1976 who overcame their struggles and played a role in the country's liberation from the apartheid regime.
Fast forward today, the youth faces a different kind of struggle, mental health. This affects their concentration and has a negative impact on their school and personal lives.
The solution: To bring NESCAFÉ RICOFFY 3in1’s brand promise of great starts to life, we created a Qala Manje FM, a binaural playlist that helps alter your mood and increase focus using sound technology.
Using a combination of coffee centric-sounds and original composed beats embedded in binaural tones, we created a playlist that instructs the brain to create the same waves experienced in meditation practice. These beats help increase cognitive flexibility and focus when you need it the most - during studying. The Qala Manje FM playlist was uploaded to music and video-streaming platforms, where the youth can listen-in while they study.
This Youth month, we gave students’ a better start to their exams, and created songs that conquer the youth’s new struggles.