Lullabies from Malyutka

MOKO digital agency Partners: Hlib Pronenko, Tetiana Mokrenko Client Service Director: Tetiana Malshakova Creative Director: Olha Livik Strategist: Mykyta Deulin Head of the media department: Yaroslav Chesko Head of the Influence Department: Lozka Anna Art Director: Aleksandra Raskosova Creative Copywriter: Alina Ratnykova Designers: Daria Reheta, Mariia Servetnyk Project Manager: Arina Khomenko Malutka's brand team Director of "Khorol Baby Food Factory" LLC: Oleksandr Suchko Chief Operating Officer: Dmitry Dmitriev Sound production team ENKO music, Shche production Singers Kola, MamaRika, Katerina Girman

After the full-scale invasion on February 24, 2022, Ukrainians actively began to switch to the Ukrainian language. More than 70% of Ukrainians believe that children should be educated in Ukrainian and introduced to their native culture from an early age, as children are the future of Ukraine. However, despite the high demand, there is a lack of children's content in Ukrainian. Malyutka is the only Ukrainian baby food brand on the market. It gently feeds the future of Ukraine, which is why it cares not only about nutrition, but also about the cultural development and mental health of children. For Ukrainian babies, we created the Lullabies from a Baby project with revived and modernized Ukrainian lullabies, which was implemented through a commercial and a playlist with songs on the most popular music platforms YouTube Music, Apple Music, Spotify, and on YouTube Music. Lullabies hold the code of a nation, a sacred ritual of unity between mother and child. They protect babies and have a positive impact on their physical and psychological state, as they improve digestion, cardiovascular functioning, and reduce stress, and they are also the first pedagogical tool. Together with folklorists, we found ancient lullabies from different regions of Ukraine, including Poltava region, Malyutka's small homeland. When creating the lullabies, we consulted with medical experts and updated the text and music of authentic songs: we removed negative messages caused by the historical context, added positive psychological attitudes and meanings, added sounds and words that help improve speech development, and modernized the melodies so that they have a positive impact on modern babies, reduce stress, and help healthy growth and development. The lullabies were recorded with famous Ukrainian singers who are loved by mothers. This is how we created a playlist of lullabies that help mothers put their children to sleep easily and healthily and instill positive Ukrainian cultural values in them from the first months of life.