ResMed: UK Sleep Crisis

Joshua Piper, a renowned sleep expert at ResMed, fronted the Wake Up to Britain’s Sleep Crisis campaign on World Sleep Day 2025, highlighting the nation’s growing sleep deprivation problem. The campaign shed light on the serious health risks linked to chronic sleep deprivation, including cardiovascular disease, diabetes, and mental health disorders.

With Britons averaging just 6.5 hours of sleep per night instead of the recommended 7.6 hours, the campaign addressed key issues such as undiagnosed obstructive sleep apnoea (OSA), modern sleep disruptors like social media use before bed (42%), and the unique sleep struggles faced by those experiencing (peri)menopause (73%). Through expert insight, media engagement, and practical advice, the campaign encouraged Britons to prioritise their sleep health and seek professional support where needed.

 

Challenge:

  1. Sleep Deprivation Epidemic – Britons average just 6.5 hours of sleep per night, compared to the recommended 7.6 hours.
  2. Frequent Sleep Disruptions – Over one-third of adults struggle to fall asleep at least three times a week, and 40% wake up repeatedly throughout the night.
  3. Health Risks – Chronic sleep deprivation is linked to cardiovascular disease, diabetes, and mental health issues.
  4. Undiagnosed Sleep Disorders – 80% of obstructive sleep apnoea (OSA) sufferers remain undiagnosed, exacerbating long-term health risks.
  5. Modern Sleep Disruptors – 42% of Britons scroll social media in bed, while 36% watch TV and 7% check work emails, despite knowing screens impact sleep.

 

Key Statistics:

  • Sleep Satisfaction Levels: 29% of Britons are unsatisfied with their sleep quantity, and 8% are very unsatisfied.
  • Restful Nights Per Week: Only 15–18% of people report having one to five truly restful nights per week.
  • (Peri)Menopausal Sleep Struggles: 62% of those experiencing (peri)menopause report lower sleep quality, and 53% suffer from joint aches at night.
  • Use of Sleep Aids: 20% of Britons rely on sleep aids, including natural remedies, melatonin, and sedatives.
  • Night-Time Awakenings: Nearly 40% of Britons experience repeated awakenings throughout the night, disrupting sleep cycles.

 

Action:

Joshua Piper led discussions on major broadcast outlets, sharing expert insights on Britain’s sleep crisis and the health risks associated with chronic sleep deprivation. He provided practical advice on improving sleep quality and addressing modern disruptors such as screen time and digital distractions. The campaign also raised awareness about undiagnosed sleep disorders, particularly obstructive sleep apnoea (OSA), and highlighted the sleep struggles of those experiencing (peri)menopause. Calls to action encouraged people to visit resmed.co.uk/better-sleep for a sleep assessment and expert advice.

 

Results:

  1. Extensive Media Coverage: The campaign secured 18 media opportunities, reaching an audience of 1.6 million across platforms including BBC Wales, BBC Devon, and Siren.
  2. Prime-Time Exposure: Joshua Piper featured in high-profile segments across national and regional BBC Radio, discussing the sleep crisis and its health implications.
  3. Health Awareness Impact: The campaign brought critical attention to the 80% of undiagnosed OSA sufferers, reinforcing the need for better sleep assessments and treatment.
  4. Consistent Messaging Across Platforms: Interviews reinforced key research findings, with repeated references to ResMed’s Sleep Monster campaign and the importance of addressing sleep disorders.
  5. Public Engagement and Action: The campaign encouraged people to assess their sleep health and visit resmed.co.uk/better-sleep for expert guidance on improving their rest.

 

Key Takeaways:

  • Chronic Sleep Deprivation Risks – The campaign highlighted the dangers of insufficient sleep and its links to serious health conditions.
  • Spotlight on Sleep Apnoea – 80% of OSA sufferers remain undiagnosed, reinforcing the need for better screening and awareness.
  • Broad Media Reach and Engagement – With a 1.6 million audience reach, the campaign successfully elevated sleep health discussions in the UK.
  • Long-Term Impact – ResMed’s efforts ensure that sleep education remains a priority, advocating for better sleep habits and awareness of sleep disorders.