In India, awareness about Sleep Apnoea is extremely low.

People are not aware of this killer disease and often misdiagnose its symptoms to be laziness, sleepiness, or tiredness. Sleep Apnoea, a treatable disease is becoming the cause of death for many unsuspecting patients. Sleep Apnea India wanted to do a hard hitting, graphic campaign that not only ignited conversations around the disease and its cure, but also visually drove the message home – that this sleep disorder is a silent and deadly killer!

We created gritty, graphic, photography driven communication that immediately caught the viewers’ eye and attention. And showed that even though people who suffer from this sleep disorder seem to be sleeping in the middle of their day, their nights are slowly squeezing the life out of them. Sleep Apnoea is a silent killer and can happen to anyone from any strata of the society.