Cannes Lions
BBDO CHILE, Santiago / TVN / 2023
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Overview
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Credits
Background
One of the most common sleep disorders, which is assumed as inevitable, while it worsens. It's about insomnia. A disease that is not always attended to, due to the extreme geography of the country and due to this, the null access to treatments through the Internet or apps.
In Chile, 44% of Chileans suffer from insomnia. And what do we do when at 3 in the morning we already did everything to fall asleep without results? We turn on the television.
However, at that time in Chile, all the television stations have already closed their broadcasts, and without access to the Internet or apps, it is impossible to obtain tools that help us.
With the aim of helping mental health, we saw the opportunity to turn that space that was asleep into a space for real use: a tool for public health in general, accessible to all.
Idea
We transformed TVN's (Chile's most important state-owned TV channel) open TV transmission shutdown, which was unused for decades, into a tool to combat insomnia. Through chromotherapy - a technique based on colors and surround sounds - we help people with this disorder and who live in the regions farthest from internet and applications. In this way, the choice of the time when millions of people cannot sleep (between 2 AM and 6 AM) became the most important key for TVN - the most representative television channel in Chile - could develop a therapy capable of solving a problem that comes just to the country with the highest levels of stress and inequality in access to mental health in Latin America.
Strategy
A strategy that was clear about who its audience was: All Chileans, victims of insomnia, and who live in corners where the help of the Internet or apps for this disorder does not reach, and who need help, just in the hours where they are most alone with their problem and where this sleepy space was transmitted, without use.
The perfect time to launch this therapy was Mental Health Day, October 10, since insomnia, as we said before, is a sign that is not always attended to, but is usually an alert behind other mental problems. mental health.
Execution
For this, we teamed up with Clínica Somno Chile, experts in neurology and sleep therapy, to advise us and create in-house videos based on chromotherapy, a technique that, through colours, shapes and music, promoted relaxation and sleep in the hours of insomnia for more than half of Chileans.
Prior to the launch, an informative PR campaign was carried out through TVN's own channels (TV programs and digital media) without this implying any extraordinary investment.
On October 10, those videos were broadcast for the first time, in a asleep schedule, without ratings, and we transformed it into a space available to, mental health, and insomnia.
Although it was planned to do it for a month, due to the good results (+12 rating points, over the rest of the programs broadcast during the day) we saw the need to extend it until February.
Outcome
We managed to transform a "dead", "asleep" space, without transmissions, into a tool for the mental health of all Chileans, victims of insomnia, who live in remote corners of the country, where they cannot receive help from the Internet. o Apps, increasing the national rating points from 0 to 12, even surpassing the rating points of shows that aired prior to the launch of the campaign.
In addition, there will be a 77% increase in direct consultations, via telephone to Clínica Somno, for different questions related to this and other sleep disorders; and at the same time, there will be a 63% increase in face-to-face visits to the Clinic both in extreme regions and in the Metropolitan Region.
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