Campaign Overview
The ResMed UK Sleep Crisis campaign highlighted the significant impact of poor sleep on health, energy, and overall wellbeing across the UK. Research showed that millions of adults struggle with fatigue, affecting their work, productivity, and daily quality of life. Fronted by expert spokespeople, the campaign translated complex research into actionable guidance for audiences and journalists alike. Interviews on ITV Tonight provided a national primetime platform, while coverage across BBC London and multiple regional stations ensured widespread reach. The campaign used a mix of storytelling, statistics, and practical advice to make the issue relatable and urgent. By framing the sleep crisis in terms of everyday experiences, the campaign helped audiences understand the consequences of poor sleep while positioning ResMed as a credible authority in health and wellbeing. The multi-platform approach ensured that both national and regional audiences received consistent, clear messaging, reinforcing the campaign’s impact across demographics and locations.
Strong Results in Context
- Featured on ITV Tonight, delivering the story to a primetime national audience and attracting broad media attention
- Secured coverage across BBC Radio London and multiple regional stations, reaching local communities effectively
- Delivered 22 broadcast opportunities, engaging over 2.5 million people nationwide
- Regional radio coverage complemented national exposure, ensuring both depth and breadth of reach
- Interviews consistently highlighted practical tips for improving sleep, demonstrating ResMed’s expertise and reinforcing public health messaging
Audience Insight
- The UK ranks lowest globally for sleep, highlighting the urgency of the issue
- 12% of adults never wake feeling refreshed, showing the extent of daily fatigue
- 33% feel regularly exhausted, linking poor sleep to wider health and productivity challenges
- Financial stress identified as a key driver of poor sleep, providing journalists with actionable story angles
- Public understanding of sleep’s health impact was low, making the campaign both informative and timely
The Challenge
- A crowded health media landscape meant the story needed a fresh and engaging angle
- Translating complex research findings into relatable narratives for broadcast audiences
- Coordinating national and regional coverage to maintain consistent messaging across multiple outlets
- Ensuring spokesperson interviews communicated practical advice while remaining authoritative and clear
