Qala Manje FM uses a combination of coffee-centric sounds and originally composed beats in binaural tones.
According to the playlist, these sounds influence the listener's brain to create the same waves and relaxing elements experienced in meditation practices. This results in increased cognitive flexibility and studying concentration.
The overall aim is to help the youth handle the mental pressure of keeping up with their homework and study regimes. The playlist was uploaded to multiple music and video streaming platforms. Individuals can listen to them
here.According to research, high levels of stress — such as those experienced by many of South Africa's school going youth — can interfere with attention and reduce working memory, eventually leading to lower performance.
It affects their confidence, concentration abilities and has a negative impact on their schooling and personal lives, says the brand. Early experiences of anxiety and stress can also set a precedent for mental health problems in adulthood.
"NESCAFÉ RICOFFY 3in1's brand promise is a great start to life," says Boomtown's CEO Glen Meier. "The positive impact that binaural tones could have on the mental health of South Africa's youth was a major factor in it deciding to throw its weight behind the
'Qala Manje FM' campaign."
"This was not only because it could assist them in performing well during their school years, but it could help ward off mental health problems as they got older. It's an innovative initiative from a brand that truly has South Africa's best interests at heart," concludes Meier.
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