MassiveMusic and ALIMA's ‘Breath For All’ Campaign Ensures Access to Medical Oxygen in Sub-Saharan Africa

ALIMA (The Alliance for International Medical Action) has launched ‘Breath for All’, an awareness campaign emphasizing the need to improve medical oxygen access across sub-Saharan Africa. The campaign features 3D digital artwork by world-renowned artist Six N. Five and innovative 8D audio tracks from us at MassiveMusic Amsterdam, inviting the audience to step back and take a breath before giving a breath.

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 recognisable style. 

Each ad is backed by an 8D music track composed by yours truly at MassiveMusic Amsterdam, where our producers used their expertise in music and sound to powerfully amplify ALIMA's message. We took instruments such as the kalimba and mbira into the studio to include Africa’s vibrant and diverse heritage in the track. Our use of advanced 8D techniques make sure that the campaign captures attention and delivers an immersive sound experience. The final result is not merely background music, but an integral and emotionally resonant part of the overall campaign experience.

Cece Wyldeck-Estrada, director of creative development at MassiveMusic, says, “The goal of the contemporary ambient score we crafted was to take the audience on a sensory journey, immersing them in captivating visuals and synchronised breathing exercises. To celebrate the region's cultural heritage, we incorporated sampled instruments like the kalimba and mbira, enhanced by creative sound design. And to elevate the project even more, we whipped up some 8D mixes – a technique that wraps listeners in an immersive cocoon of sound.”

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 is working to introduce early detection tools and update patient intake protocols as well as boosting oxygen production and innovating supply chains. This ‘Breath for All’ campaign is all about ensuring consistent access to life-saving medical oxygen, collaborating closely with local ministries of health.

“While breathing deeply may come easily to most, every breath is a struggle for the millions who lack medical oxygen in sub-Saharan Africa,” said Charlie Kunzer, executive director of ALIMA USA. “ALIMA is working to ensure patients have access to lifesaving oxygen treatments. ‘Breath for All’ encourages people to reflect on their breathing, an act often done without thought.”

Several medical and mindfulness influencers have agreed to amplify ‘Breath for All’, prompting people to take a moment to breathe and give. Campaign toolkits provide visual and audio assets, cite facts about the issue, and direct people to a landing page where they can learn more and donate.

Visit the campaign landing page here.