Sleep Country begins Hour Back Pledge
By Rob Bale
Bed and mattress retail chain Sleep Country Canada is preparing a promotion called “The Hour Back Pledge,” timed to coincide with the arrival of daylight saving time. The effort consists of a press release and online video encouraging businesses to prioritize the well-being of their workforces, including sufficient sleep. The promotion also includes influencer activities, online materials, social media content and media relations. In association with the Canadian Mental Health Association, the company will provide $100,000 to mental health initiatives. On March 11, the company’s stores, distribution facilities and offices nationally will delay their opening for one hour to allow its staff to keep the hour of sleep they would otherwise lose. The company’s agencies, Publicis Canada and North Strategic, will do the same.