Boots 'The Gender Sleep Gap'
To raise awareness of and tackle the gender sleep gap. Ultimately get women sleeping better. Currently for many women having a good nights sleep isn’t considered part of having a work/life balance. By starting an informative discussion about the gender sleep gap we want to instil the importance of quality sleep in women. Moreover, we want to ultimately close the gap by giving women the tools for better sleep.
Designed to create speculation and buzz around the issue I wanted to place sleep masks on female statues around cities, there would be the message underneath the image clearly shown next to it.
Statement released on Boots' socials Twitter and Facebook.
I want to develop a new feature into the already existing boots app and create a sleep tracker that women who are really struggling to sleep well can use for a week or so. Their results will be summarised and it will allow them to take these in store where staff will be trained with advice to give customers when they come in with those results. Stores will now have dedicated areas for sleep product ranges.
Finally, for the partners, daughters, sons etc that would have seen the campaign earlier and learnt more about the gender sleep gap and maybe had a realisation that this is something they know is effecting their wife/mum. I want there to be a special gift card that will allow the purchase of the extensive range of sleep products in boots stores as well as maybe spa treatments designed to improve sleep.