The campaign aims to raise awareness for the importance of early screening for sleep apnoea and the launch of ResApp Health's new app SleepCheck.
ResApp Health Limited, a digital health company developing smartphone applications for the diagnosis and management of respiratory disease, has launched a new national marketing campaign The Sleepy Town With a Snoring Problem.
The campaign aims to raise awareness for the importance of early screening for sleep apnoea and the launch of ResApp Health's new app SleepCheck, which helps users assess their risk of sleep apnoea.
The new campaign, created by Isobar, comprises a short film titled The Sleepy Town With a Snoring Problem, featuring residents from small New South Wales coastal town, Tuross Head, who are struggling to get a decent night’s sleep thanks to their snoring partners.
The town symbolises a microcosm of Australia’s sleep apnoea problem.
The film tells the story of the sleepless residents of Tuross Head, creating bespoke ads around the town - including ads on local community radio station, 2EAR FM, full-page ads in the local weekly newspaper, Narooma News, banners throughout the town, personalised coasters at The Tuross Head Country Club and mobile billboard trucks - to persuade their partners to download SleepCheck and find out whether their snoring could be a sign of sleep apnoea.
“Snoring is not only annoying for sleepless partners, but it is also a common sign of sleep apnoea," ResApp Health CEO Tony Keating says.
"Our new campaign aims to reach long-suffering partners of snorers to educate them on whether there might be more to their partner’s snore, and give them the tools to help their partner find a solution.”
Isobar creative director Hadleigh Sinclair says the development of the campaign also helped contribute to rebuilding the town of Tuross Head which has been impacted by bushfired and the subsequent COVID-19 pandemic.
“Instead of utilising metropolitan billboards, this hyperlocal campaign allowed us to inject money into Tuross Head to make a real difference in the wider community, while helping snorers and their partners," Sinclair says.
As part of the campaign, Isobar made donations to Tuross Head’s Men’s Shed and the Fire Department to help build new changing facilities, and to thank the people of the town for their hospitality and involvement in the project.
The campaign will run for six weeks across digital and social media platforms.
The Tuross Head residents that appeared in the campaign are:
Josh and James, Tuross Head Butchers
Rhonda and Ruedy, R&R Tuross Hardware
Shannon and Casey, Boatshed Café
Janine, Sails Café
Mick, Tuross Head Motel
Ian Wong, local handyman
Janelle and Derek Berents, local residents
Maz and Sophie, local residents
General Manager: Thomas Tearle
Client Partner: Emily Taylor Delplanque
Account Director: Lindsay Batstone
Creative Director: Marcel Moniaga
Creative Director: Hadleigh Sinclair
Fixer, Caterer, Creative Director & Chief Local Liaison Officer: Hans Christian Berents
Head of Strategy: Lauren Hartwell
Head of Operations and Production: Mel Sultana
Senior Producer: Tom Pearce
Senior Copywriter: Patrick Anderson
Art Director: Phil Robbie
Art Director: Stephanie Vachon
Social and Community Manager: Londi Baloyi
Digital and Technology Director: Grant Abrahams
Production Company: Mint Films
Director: Andrew Seaton
Producer: Nick Mutton
Director of Photography: Jack McAvoy
Post-production Audio & Music: Rumble Studios
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Public Relations: The PR Group