Insomnia is not only annoying: it's a disease in itself.

Over 3/4 of adults living in big cities experience sleep disorders 2-3 times a week, which leads to other conditions such as diabetes, high blood pressure, depression.

So now hopefully we can help them sleep happily ever after.

Rx brands can only communicate with non-HCP in an unbranded way.

"Insomnia was the problem of these little grown-up ones

But instead of finding a doctor, they would try their... smartphones?"

One of the biggest mistakes adults commit as they lay in bed is to reach for smartphones and check all their social media. Which is a really bad decision: the blue-light that comes from the screen reduces the sleep quality and confuses the biological clock.

"Oh... if they were kids, we would tuck 'em and tell a story

Wait a sec, we can do that! With the Sleep Time Stories!"

Sleep Time Stories are parodies of fairy tales to talk about insomnia in a way never dreamed before. Created to take adults to the dreamland, they appear late at night on Instagram to deliver not only entertainment, but also relevant content on how to have a better sleep routine, proper information about serious sleep disorders and how to treat them.

"For those struggling with love, Tinderella for the count

For those running low on money, Little Red Bank Account"

Each one of the Sleep Time Stories are based on a top problem adults worry about at bedtime.

"And it didn't stop there, 'cause there's still plenty to tell

With gifs, polls and hashtags, fairy tales never did so well"

Using Instagram native tools, we boosted interactivity and collected data. The leading topics are inputs for the next stories.

"Blue-light filters, binaural sounds and techniques of hypnosis

Our stories put them to sleep, and helped them find a diagnosis."

Smartphones do no good in bedtime. That's why we used some techniques to create the proper digital environment and reduce harmful effects on the insomniacs.

"So that's how we turned the 'enemy' into a way to help dreams go by

Our stories were seen by thousands, and we've made some healthier nights."

"So that's how we turned the 'enemy' into a way to help dreams go by

Our stories were seen by thousands, and we've made some healthier nights."

Channels: Facebook & Instagram

Impressions/impacts: 19MM

Estimated reach: 6MM

Estimated click through: 115,000

Target: women 35-55 y

Influencers

Total estimated engagement: 754,109

Estimated impacts: 15MM

"Now having a good night's sleep can be more fun with no delay

Thanks to the Sleep Time Stories, brought to you by Medley."

This is the first time that the popular "Stories" feature on Instagram is leveraged to educate people about insomnia.

And it's not a regular product placement, but an original series of fairy tales parodies for grown-ups.

Yep, smartphones used to keep people awake late at night. But we managed to turn this game around.

"As fairy tales help kids to face the hardship of growing

Our short stories are made for adults to sleep better with tips worth knowing"

In the last 100 years, fairy tales have been analysed by psychologists not only as entertainment, but also as a way to help kids on dealing with the internal conflicts they have to face during the growing process. Following the same logic, Sleep Time Stories are short stories made for adults to help them facing the hardship of dealing with sleep disorders.

"So when they open Instagram to check their feed late at night

In their favorite influencers' feed, they would find our lullabies."

Sleep Time Stories were streamed by big influencers Instagram accounts, posted in the middle of the night to specifically reach out to the insomniacs.

"Once upon a time in a country named Brazil

There were more than 80 million who could not sleep well still."

A huge parcel of the Brazilian population suffer from sleep disorders, including troublesome sleeping and several awakenings in the middle of the night.