Lullabies with a Ukrainian Soul

Due to years of Russian expansion, Ukrainian culture has been destroyed for years and considered inferior, and instead, our media space has been overwhelmed by Russian content.

Since February 24, 2022, Ukrainians have been actively adopting the Ukrainian language, and there has been a great need for Ukrainian content, particularly for children, as more than 70% of Ukrainians believe that children should be raised in Ukrainian. However, despite the demand, there is not enough of it.

Malyutka is the only Ukrainian baby food brand on the market. It cares not only about nutrition, but also about the cultural development and mental health of children.

That's why we decided to create the playlist "Lullabies by Malyutka" with Ukrainian lullabies, because a lullaby is the first content a baby comes into contact with and it is important that it is in their native language. Together with folklorists, we found forgotten Ukrainian lullabies from different regions of Ukraine, including Poltava region, the small homeland of the Malyutka brand, and recorded them with famous Ukrainian singers, because lullabies keep the code of the nation, it is a sacred ritual of unity between mother and child. They protect babies and have a positive effect on their physical and psychological state.

We have also involved doctors in the creation of lullabies: a pediatrician, a psychotherapist, and a speech therapist, so that our lullabies would be useful for the babies who will listen to them. Following the experts' advice, we updated the texts of the lullabies: we removed negative messages caused by the historical context, added positive psychological attitudes and meanings, and added sounds and words that help improve the child's speech development. We also took their advice into account when creating the music, adding sounds of nature and animals, modernizing the melodies to have a positive impact on modern kids, reduce stress, and help them grow and develop healthily.

We recorded the songs with two of the most popular Ukrainian singers and posted a playlist with the songs on the most popular music platforms YouTube Music, Apple Music, and Spotify. We also developed animations for YouTube so that children could not only listen to but also watch this content.

We supported the project on the brand's social media channels on Instagram and Facebook, as well as through a teaser campaign on Meta and bloggers' work. The most prestigious media supported the Lullabies by Malyutka project.

The placement of lullabies on music platforms and active promotion of the project allowed us to achieve such results:
Lullabies were listened to 19.2 million times. Media coverage amounted to 8.2 M. In general, the project gave us the opportunity to get about 86 million contacts with the Malyutka brand in various communication channels.

"Lullabies by Malyutka" is a project that launched the development of Ukrainian children's content. Now mothers have wonderful Ukrainian-language lullabies that are easy to perform and useful for the physical and mental health of their children. And kids can hear the Ukrainian language from the very first days and grow up in a Ukrainian context.