
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.
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