Award Spotlight: American Academy of Sleep Medicine “Sleep Works for You”

Getting insufficient sleep and working while fatigued have become commonplace in the modern workforce, causing employees to experience cognitive declines and presenting employers with heightened safety risks and increased economic costs. So, LCWA and our client the American Academy of Sleep Medicine (AASM) — the leading voice in the sleep field — launched the “Sleep Works for You” campaign.

This multifaceted campaign, conducted on behalf of the National Healthy Sleep Awareness Project — a cooperative agreement between the CDC and the AASM — embodied the vision of achieving optimal health through better sleep for long-term success and well-being. “Sleep Works for You” encouraged employees, from entrepreneurs to shift workers, to prioritize sleep for safety and productivity on the job, and educated employers on ways to help workers avoid fatigue and develop healthy sleep habits.

To reach these audiences, the campaign included a wide variety of tactics, such as feature stories, media outreach — highlighted by a co-branded press release with the National Safety Council — influencer partnerships, a Twitter chat and social content, landing page design and more.

The campaign resonated strongly with media, consumers and influencers, and was honored with the Skyline Award in Integrated Communications from PRSA Chicago and a Silver Trumpet in Integrated Communications from the Publicity Club of Chicago.