
LCWA
and AASM created a tagline of “Sleep Recharges You” to focus on the positive
effects of healthy sleep for teenagers. We targeted not only teens but also parents,
school administrators, coaches and health counselors.
Our
award-winning campaign built on previous successes including our aggressive
media outreach about the official teen sleep duration recommendations. AASM
released an official statement recommending high schools not start before 8:30
a.m., and LCWA created a downloadable template letter for parents to urge
administrators to adopt these later start times. To signify the importance of this issue, we created several
blog posts from AASM spokespeople.
LCWA
created an online Bedtime
Calculator for SleepEducation.org, allowing users
to enter their age and needed wake time to determine their bedtime for optimal
health and success. Unveiled during back-to-school season, the tool encouraged
teens to set good habits for the coming year. It was supported with a press
release, influencer partnerships and Reddit “Ask Me Anything” to drive
awareness and clicks.
LCWA
partnered with teen online influencers to spread awareness about the benefits
of healthy sleep. A “Sleep Recharges You” video contest engaged teens by asking
them to submit entries showing how to be motivated to prioritize sleep. Social
ads targeting teens interested in health or filmmaking helped publicize the
contest and increase submissions. A teen sleep advocate crafted several blog
posts sharing the importance of healthy teen sleep.
An
infographic and sharable “infosnacks” were developed, illustrating ways healthy
sleep can recharge teenagers. LCWA shared content and conducted a social ad
campaign, driving traffic to the “Sleep Recharges You” landing page. We also
coordinated banner ads on websites geared toward teens such as TeenVogue.com, Seventeen.com and BroBible.com.
To
reach educators, the AASM created an educator
toolkit, with a full-sized poster, lesson plans and classroom
activities on the importance of sleep to health, academic and athletic
performance. The materials were available for download or mailed on request.
Outreach to trade media publicized the educator toolkit and ways in which sleep
benefits teens. Partnerships with associations generated an advertorial with
the Society of Health and Physical Educators and an email blast to members of
American School Health Association.
Overall,
the campaign exceeded all objectives. Media outreach achieved
more than 763 million impressions, with national placements including CBS This
Morning, Chicago Tribune, The New York Times, Teen Vogue and
TODAY. Five social influencers generated more than 587,000 impressions, and
social and digital ads reach 1.3 million impressions. The high school video
contest tripled the prior year’s number of entries. As a result of the educator
outreach, AASM received more than 1,400 poster requests.
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