Challenge: Woman are sleeping less than their male counterparts and its affecting both their mental and physical health. Boot’s is aiming to help women sleep better. Ensure Boots is known for what it started out as, a brand for health. Insights: Sleep is a topic that has massive interest but is only ever talked about as a science or dumbed down to ‘tips n tricks’. It’s not seen as important. The gender sleep gap is a real problem women in the UK face, with women sleeping three hours less than her partner every night. Woman feel guilty neglecting other’s needs, when in reality they consistently neglect their own. Target Audience: Researching how the common denominator between female dominated industries, and most sleep deprived industry, is healthcare. Big Idea: Caring for the carers. How does it work? Boots will look after NHS nurses, who are over 90% female, to aim to encourage them to invest in their sleep more. Targeting nurses means targeting a large predominately female group who lack sleep repeatedly. Being a nurse means putting others needs before their own, this means a lot of nurses are unable to wind down properly, therefore being hugely sleep deprived. As well as this, nurses are arguably one of the most stressed, over worked, and neglected people in the UK. These women see intense and traumatic occurrence’s adding to sleep deprivation.