The latest creative in Sinai Health Foundation’s “Hot and Bothered” platform offers up a series mansplaining monologues as a counter to the insomnia that so many menopausal women face.
A series of audio-first “InsomniAds” touch on topics so dull – firmware installations, fantasy football, accounting software and office pizza parties – with the idea that they’ll offer sleep relief in no time. Indie agency Diamond led creative on the campaign.
“So the guys and I started our fantasy-football league tonight. Two-hundred dollars all in for a pretty big win at the end of the season,” one of the narrations reads.
The creative’s dispassionate messages of compassion serve to point out that nearly half of menopausal women experience insomnia.
“We know this isn’t a cure, but it’s a conversation starter,” Diamond chief strategy officer Lori Davison said in a news release. “We hope that these stories not only help women fall back asleep but also help wake the world up to the fact that menopause deserves serious attention, research and investment.”
Mount Sinai Health Foundation’s four “InsomniAds” are running between 2 a.m. and 5 a.m. on YouTube and across social media.
The “Hot and Bothered” platform, which launched on World Menopause Day last October, was developed to break the silence on menopause and perimenopause by highlighting the challenges and frustrations women face.
The non-profit is seeking to raise awareness and funds to support the establishment of Canada’s first Centre for Mature Women’s Health at Mount Sinai Hospital in Toronto.
Diamond and Sinai Health Foundation began working together last May before the announcement of their AOR partnership in June.
