Motivating a sleep rethink to improve health

CASE STUDY

Challenge

A leading sleep health organization had set a clear goal: get consumers to believe that sleep matters as much as physical activity and nutrition to their health – and to take steps to improve their sleep. It also wanted healthcare providers (HCPs) to help consumers do that. But it faced a perception and motivation problem. Many consumers and HCPs understood the importance of sleep. But consumers weren’t consistently prioritizing it. HCPs weren’t always sure which resources or treatments were worth recommending. The organization wanted to launch a national public awareness campaign to change these realities and help people get better sleep to improve their health.

STRATEGIC CONTRIBUTIONS

  • Developed campaign creative brief

  • Wrote core campaign messages for consumers and HCPs

  • Provided guidance and feedback to inform creative concepts and website content

Solution

I worked with a full-service agency team to lead strategy and message development for the campaign.

Collaborating closely with the client, we generated initial hypotheses and tested them. Audience research helped us better understand behavior change barriers and motivators.

And it inspired a reassuring big idea for the campaign: “get more productive with sleep.”

What audiences needed to hear is that you can get better sleep and achieve more as a result. We used this idea to guide development of a campaign infused with a sense of possibility and practicality. It included a website featuring tools and tips to improve sleep quality and quantity, and ways for HCPs to help their patients.

Research results confirmed the campaign resonated. Over half of surveyed consumers said social media graphics would inspire them to seek out more information about healthy sleep. And more than 4 in 10 said they were likely to share campaign messages with others.

“It’s always great working with Jennifer. She finds the greatest audience insights and makes the best connections between the research and what the creative team needs to do the best work possible. Her insights and suggestions made for one of the most solid creative briefs ever on this project and led to some tremendous creative, extending our client contract an additional two years.”

— Mike G., Executive Creative Director

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P.S. This is not your average intro call. This is your 30 minutes to make progress.

Send me your starting point – a creative brief or whatever you’ve got. I’ll be ready to share ideas and questions.