It’s often forgotten that Christmas is a time of anxiety and depression for some people for a range of reasons. Creative agency, Leith, and music and sound company, Gas Music, are helping to bring that to the fore, with a song that promotes positive mental health and wellbeing over the festive period. The campaign is in aid of Nordoff Robbins, the UK’s largest independent music therapy charity.
Research has shown that one in four people experience anxiety and depression over Christmas, and experts have found that listening to too much Christmas music can actually exacerbate these feelings and could cause further distress to those suffering. However, research into how music can be used as a tool to combat mental health problems has found that alternative types of music can help people to feel better. 78% of people use music to improve their mood when feeling anxious, and up to 88% use it to help with their depression.
Thus information was a catalyst for Leith. The agency worked with Gas Music to re-engineer old Christmas hymns and songs into an upbeat track that could help people over the festive period. The track is set to 432 Hz, the frequency which research has shown has a positive effect on mental health and calming effect on the mind. The track also features old interviews with psychiatrists and people living with depression, establishing the importance of talking about the conditions.
John McPartland, creative director for health, Leith, stated, “This project gets to the heart of problems people face over the Christmas period, we wanted to help those who live with anxiety and depression whilst also raising awareness to a wider audience. The track itself has taken some very technical fine tuning to ensure that every aspect of the song can help.”
The track was created in aid of Nordoff Robbins, a charity that uses music as a means to enrich the lives of people affected by life-limiting illnesses, isolation or disability. Their specially trained therapists provide music therapy at a number of facilities, including schools, care homes, mental health services and NHS hospitals.
Sandy Trappitt, head of partnerships at Nordoff Robbins, commented,“At Nordoff Robbins we know the positive impact music can have on mental health and well-being. We’re delighted that Leith have developed this campaign in aid of Nordoff Robbins and hope it leads to wider awareness of the part that music has to play in helping people facing challenges with anxiety or depression at this time.”
Credits
Agency: Leith
Creative Director Health: John McPartland
Art Directors: Debbie Morgan & Mark Williams
Copywriter: Lottie Grant
Client Partner: Brian Coane
Group Account Director: Camilla Rossi
Account Director: Cori Schwabe
Account Executive: Louise Kendal
Producer: Sarah Kenny
Marketing Manager: Holly Lundie
Production Company: GAS Music
Managing Director: Gary Hilton
Account Director: Vicky Hodgkisson
Creative Director: Greg Owens
Composer & Producer: Aaron Bentley
