Helping the World Sleep Better
The global sleep health market is worth $600 billion a year. Yet it's flooded with wearables, supplements, and smart mattresses that offer convenience without fixing the real problem.
Approximately 30% of adults have obstructive sleep apnea, and yet 80% are undiagnosed. Not because treatment is out of reach, but because most people don't recognise a medical condition as the cause of their fatigue.
Resmed had three goals: shift public perception of sleep health from a lifestyle issue to a treatable condition; increase sleep assessments; and grow commercial results through more diagnoses and device uptake.
Say Goodbye to your Sleep Monster
For many, poor sleep doesn't feel like a medical condition. And when something feels wrong, easy fixes are everywhere: a sleep tracker, a new pillow, a magnesium supplement. These products feel like progress. But they keep people from getting a real diagnosis.
We knew fear and clinical facts rarely change behaviour. Instead, we reframed poor sleep as a mischievous force ruining your day. We gave it a name and made it impossible to ignore, inviting people to ‘Say Goodbye to your Sleep Monster’.
Global Reach
The campaign launched globally on World Sleep Day. From breakfast TV in Australia to a men's health magazine cover in Japan and TikTok virality in Brazil, the Sleep Monster crossed borders because the problem was universal.
Seven scenarios showed the Monster impacting one sleep-deprived man’s life. These worked as standalone social ads and were combined into a long-form film for TV and BVOD.
In retail, QR codes on POS displays turned awareness into action on the spot. OOH placed the Sleep Monster where people already feel tired - commutes, gyms, pharmacies. The online hub combined the 2025 Global Sleep Survey, a free sleep assessment, and evidence-based sleep tips.
