Resmed Europe wanted to raise awareness of sleep apnoea amongst UK women, get them to recognise the symptoms and speak to their healthcare professional for further information. A campaign creative had already been developed ‘Reclaim your Sleep’ and all communications work needed to reflect that look and feel.
M&F Health developed a communications campaign that involved media relations, stakeholder relations, HCP awareness, and digital content creation. Mass media coverage was generated through the provision of public survey data on the nation’s sleep habits and those of men versus women, along with involvement of the Sleep Apnoea Trust and patient case studies who took part in media interviews and provided a personal perspective.
Posters supporting the campaign creative were distributed to over 500 GP practices. A website containing over 30 articles was designed and developed and launched with the aim of being first port of call for women looking for information on sleep apnoea. To date over 150 articles have appeared around the survey and sleep apnoea in women, including in the Daily Telegraph and Daily Mail.