What happens when India’s most trusted home décor brand and largest English newspaper daily join hands? They create a campaign to wake up the nation and put sleep deprivation to bed! Bombay Dyeing and The Times of India have launched their new campaign that urges millennials to quit glorifying the ‘Sleep Less culture’ and #TakeBackSleep. Because with changing lifestyles, more and more people have shifted to schedules where sleep is sacrificed. Yet, while there is content and conversation around issues like nutrition, stress, mental health, weight loss and more, no one is addressing the underlying condition - sleep deprivation!
From spending late nights at work chasing their dreams, to beingglued to the screen scrolling for ‘likes’ for hours, work-life imbalance and social stress are taking a toll on sleep cycles. In fact, in the misguided lifestyle of today’s times, sleep disorders are often seen with reservation and can even be deemed shameful. To fight this behaviour, the #TakeBackSleep multi-media movement uses short films, conversations, interviews, debates, etc. and highlights the importance of adequate sleep for physical and mental agility. It appeals to young adults and tells them that whatever they’re doing can be done better when they have slept enough and are well rested. The sensitive and optimistic tonality of the campaign is sure to rouse many from their stupor and ironically get them to sleep.
Supported by a panel of sleep experts, the brands have created an interactive Sleep Quiz designed keeping in mind modern lifestyle habits. Using relatable millennial situations, this Quiz educates and draws focus towards the triggers for sleep deprivation. You can take the test now at the campaign’s dedicated website
www.takebacksleep.org. You can also gain interesting tips and advices for better sleep, penned by top sleep experts on board the campaign.
So this year, let’s take the pledge to sleep more and sleep well for the better!
Check out the campaign video here:
