Sinai Health releases InsomniAds
By Rob Bale
The Sinai Health Foundation of Toronto has released a new campaign called “InsomniAds” as part of its ongoing “Hot and Bothered” initiative. Developed by Diamond of Toronto, the creative makes use of deliberately boring audio tracks intended to induce sleep. The ad is intended to raise awareness of menopause-related insomnia. The four executions are running as YouTube pre-roll ads and on social media sites between 2 AM and 5 AM.
“Unbearable insomnia is something far too many women quietly endure,” said Rebecca Flaman, executive vice-president at Diamond. “We wanted to meet the moment with empathy, creativity and a bit of humour. By responding with something intentionally and painfully dull, we’re offering some relief while shining a light on the bigger issue. It’s one part awareness, one part coping mechanism, and 100% boring by design.”