Saatchi & Saatchi ME with Sixieme Son blast off powerful campaign to shed light on the reality of PTSD
Posted on 2024 Jan,26

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Saatchi & Saatchi Middle East has teamed up with Sixieme Son, a global expert 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. (Source: BIOMED CENTRAL)

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, 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.


Content Advisory: This video includes simulated war sounds, including loud and potentially distressing noises. If you have a history of psychological trauma related to such experiences, we recommend lowering the volume or refraining from watching.





   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 Directors: Caio Gandolfi; 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.