As part of "It's a Dreamer's World" awareness campaign, we created a radio stunt called SLEEP RADIO to drive people's attention to sleep disorders in general and insomnia in particular: the first-ever binaural radio transmission.

Binaural waves have been studied for decades for their ability to induce relaxation, meditation, creativity and other mental states.

The phenomenum is perceived through headsets, when one of the stereo channels (left/right) delivers sounds at a slightly different frequency than the other.

The difference in frequencies generates the feeling of a "beat" which can drive the brain into a delta state – and could actually put a person into a relaxed state.

[Please refer to the SLEEP RADIO videocase -- it includes a sample of binaural waves which you can actually experience if you are using headphones].

Following a week of radio spots covering the risks of insomnia and hints on how to sleep better, on Friday night Alpha FM aired a full hour of binaural music.

The playlist selected by Alpha FM was "binauralized" by a specialized sound engineer, who inserted the binaural waves on the lower end of the sound waves by unbalancing the frequencies delivered to the right and left ears.

The SLEEP RADIO experience was promoted on Alpha FM and also online, as part of the "It's a Dreamer's World" awareness campaign.

* 5+ million impacts generated by the radio campaign in just 4 days

* 3+ million impacts with the online campaign in 4 days

* 25,000+ people engaged on social medias

* 103,123 people listened to the radio program

* 28.001 people impacted by the program

* 2.365 online listeners

SLEEP RADIO connected the companionship of the radio medium with a relevant health purpose. Through technology, it added a relaxing function to the listeners' favorite songs. And the experience was a first of its kind.

Radio was the chosen media to provide a live simultaneous experience for thousands of people. Radio has a companionship element to it which we wanted to explore.

And Alpha FM was a natural choice, as it is already well known for its elegant, smooth musical programs.

The SLEEP RADIO experience was promoted on Alpha FM and also online, as part of the "It's a Dreamer's World" awareness campaign.

We targeted working age "paulistanos" and people who had searched for sleep disorders online, and/or downloaded insomnia apps, via programmatic media.

Sao Paulo is one of the biggest and busiest cities in the world.

Up to 40% of its inhabitants have insomnia 3 nights or more per week. Although it may cause depression, hypertension, obesity and even diabetes, insomnia is rarely considered a disease in itself. Therefore the diagnosis and treatment rate is very low.

The need for public awareness was clear. But we wanted to do more than simply provide information. We needed to come up with something unique and impactful, and also capable of generating an emotional connection with our target audience.