Bagels by BENEE

Bagels by BENEE

Youthline x ASB

digital other print tv

As part of ASB’s commitment to supporting more young people with their mental wellbeing, we created a song that is scientifically designed to help when you feel anxious.

We paired pop star BENEE with neuroscientists from Auckland University of Technology to produce the track using musical elements that are scientifically proven to relieve anxiety, like keys, tempo and chord structure. The music video was also designed with anxiety-relieving principles like Eye Movement Desensitisation and Reprocessing (EDMR), a powerful therapeutic tool used in the treatment of trauma.

In a groundbreaking study, AUT carried out neurological and physiological testing that confirmed the song’s ability to ease the anxious mind. Bagels is now available as a free tool that anyone can use in the moments they feel overwhelmed, with all streaming proceeds going to Youthline.

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