Sleeping badly takes a toll on more than our energy levels: Mental Health Foundation research found nearly half (48%) of UK adults say it harms their mental health, leaving them irritable, stressed and anxious. Ahead of Sleep Awareness Week, we built a broadcast PR campaign for Sleep.8 around those findings, and the quarter of adults who say the pandemic has cost them sleep. Sleep.8's resident sleep coach and insomnia specialist went on air across a radio day of interviews, talking listeners through the causes, symptoms and treatments of insomnia. The campaign secured 11 items of radio coverage reaching 1.9 million listeners, including Radio News Hub.
Sleep.8 wanted to educate audiences on the causes, symptoms and treatments of insomnia and position itself as the route to better sleep.
The message
Good sleep is the foundation of happy, healthy living, and the Sleep.8 dream is that everybody can get their best eight hours of sleep, every night.
The angle
Ahead of National Sleep Awareness Week, Mental Health Foundation research found nearly half (48%) of UK adults say sleeping badly harms their mental health, leaving them irritable, stressed and anxious, while a quarter say the pandemic has cost them sleep.
On air
Sleep.8's resident sleep coach and insomnia specialist
The result
11 items of coverage reaching 1.9 million, including Radio News Hub.
About Sleep Awareness Week
Sleep Awareness Week is run by the National Sleep Foundation in the United States and is picked up by UK sleep experts and brands. It promotes sleep as essential to health and wellbeing, and usually takes place in March, around the time the clocks change in the US. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Sleep Awareness Week for 2027?
Sleep Awareness Week usually runs in March. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
