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Sleep Country begins sleep shaming campaign

Mattress and bedding retailer Sleep Country Canada has begun a campaign called “Stop Sleep Shaming.” The effort encourages consumers to prioritize getting enough sleep regardless of social pressure to sleep less. The campaign, developed by Camp Jefferson and K72, consists of a 30-second television commercial and a 30-second radio ad, as well as influencer activities. The creative depicts situations in which people force themselves to sacrifice sleep. Public and influencer relations are being conducted by Middle Child.

“Today’s hustle culture glorifies early mornings and minimal sleep as the key to success,” said Nuno Bamberg, senior vice-president of brand and marketing at Sleep Country. “This mindset creates social pressure, pushing people to ignore their natural need for rest.”

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