Pop superstar Taylor Swift unveiled her latest studio album “Midnights” on Friday, which includes several songs with nocturnal themes.

Many love the nighttime but for those suffering from insomnia, it can be a frustrating ailment that they know all too well. According to the Cleveland Clinic, around 70 million Americans are afflicted with sleep disorders every year, contributing to stress, anxiety and a lack of productivity. 

In an era where healthcare brands have increasingly focused on sleeplessness, we’re taking this opportunity to look back on three notable campaigns addressing insomnia.

1. Jennifer Aniston and Taye Diggs discuss insomnia for Quviviq campaign

Celebrities are just like regular people in that they also can deal with long, restless nights.

To that end, both Jennifer Aniston and Taye Diggs both partnered with Idorsia Pharmaceuticals to address insomnia.

Aniston starred in Idorsia’s Seize the Night and Day, a 30-second ad spot that debuted at the start of 2022. Meanwhile, Diggs is a patient ambassador for Idorsia and spoke about his experiences with insomnia, including in an interview with MM+M where he said he had a recent reckoning with his lack of sleep and overcoming the stigma associated with sleeping aids.

“I went to a doctor, which was something that I normally don’t do, but I jumped that hurdle and he introduced me to Quviviq,” he said. “After months of looking at some other options, that was the key that opened up the door. I was able to finally fall asleep and stay asleep.”

The decision to have two prominent celebrities spearhead the campaign was to bring the issue of sleeplessness to the masses in a way that also normalized the condition.

Idorsia VP, head of marketing U.S. Michael Moye told MM+M that he believes insomnia is an undertreated condition and that the campaign’s goal is to end the perception that sleeplessness is a secondary symptom of another condition.

“There are 25 million Americans with insomnia and 12 million who are undiagnosed,” he said. “This is a health topic that needs a lot more education, understanding and awareness.”

2. OTO enlists Faithless and Sleep Geek for 27-minute sleep track 

In March, CBD brand OTO and British electronic band Faithless collaborated for a 27-minute sleep track titled “Insomnia: Blissful Sleep Remix.”

The effort also involved James Wilson, “The Sleep Geek,” to develop the music in a way that was based on scientific research that found 27 minutes is the average amount of time it takes British people to fall asleep. The goal was to get listeners to fall into a “deep, restorative sleep.”

“‘Insomnia’ is such an iconic track so it’s fantastic to be able to bring new meaning to the music in this day and age when getting better sleep is so important for people’s well-being,” OTO founder Gemma Colao said in a statement. “Our mission from the very beginning was to help people find their calm and discover the power of CBD – this track, alongside our blissful sleep drops, will no doubt do that.”

3. Bodyform targets #Periodsomnia

Over the summer, Bodyform launched a campaign addressing loss of sleep as a result of menstruation. 

The cornerstone of the campaign is #Periodsomnia, a two-minute ad created by Abbott Mead Vickers BBDO that highlights the fact that “periods never sleep.” Research by the agency found that people who menstruate lose about five months of sleep over their lifetime due to pain and discomfort caused by the cycle.

Tanja Grubner, femcare global marketing and communications director at Essity (which owns Bodyform), told Campaign that it was important to not only underscore the issue of insomnia as a result of menstruation but also include diversity in the ad itself.

#Periodsomnia features a variety of body types, ethnicities, people with disabilities as well as representation from the LGBTQIA+ community.

“The reality shown through #Periodsomnia is that it can be more chaotic for some women+. It’s time to stop treating women+ like broken pipes which leak,” she said. “They just have periods. By revealing these universal truths, we tackle the invisibility around the realities of nights spent menstruating to reassure women+ that what they go through is completely normal and that they’re not alone in their experiences.”