How Sleep Country Tackled Sleep Shaming and Engaged Gen Z & Millennials

Sleep Country wanted to tackle a rising issue: sleep shaming. In a culture that glorifies hustle, rest often feels like a guilty pleasure. With 79% of Quebecers admitting they sacrifice sleep to keep up life’s demands, yet 95% of Canadians agree that sleep is a crucial factor in overall health and well-being, the brand set out to reframe the conversation—and they needed more than just ads to do it.

Their goal was threefold: raise national awareness around sleep guilt and hustle culture, drive traffic to their #StopSleepShaming landing page, and spark authentic engagement with Gen Z and Millennials across Canada.

We created a bilingual, story-driven campaign that felt more like a conversation than a pitch. Through Narcity Toronto, MTL Blog, and Narcity Québec, we told localized stories rooted in real insights and emotional relevance. The message came to life across Instagram, Facebook, Google, and our websites with mobile-friendly content and strategic amplification. It got readers to pause—and rethink how they view rest.

The campaign not only met but far exceeded our averages:

• Page Views: +124% vs. our average
• Organic Impressions: 85K+ social impressions
• Total Impressions: 905K+ impressions across all digital platforms

We combined real, local data with bilingual storytelling to build trust and cut through the noise. By showing up across platforms where their audience naturally engages, the campaign felt personal and relevant.