“Go to sleep!” That’s the message from the Dairy Farmers of Canada. That, and a couple of “Shushes”. These commands are coming at Canadians late at night from their televisions, radios and on the social media they may be deeply connected to when they should be sleeping.
“We’re getting dangerously close to becoming a zombie nation”
While some may wonder what the dairy farmers are doing up late at night, we know they have to get up with sun, the advertising campaign is making its mark.
Victoria Cruz is the marketing and retail director at Dairy Farmers of Canada. She says, “as farmers and promoters of healthy living, Dairy Farmers of Canada has been committed for some time to exploring and building awareness around health and social issues… and sleep is one of those issues.”
ListenShe says in researching the campaign they were shocked with the statistics: 59 per cent of Canadians do not get enough sleep and that’s 15 million of us. The statistics are beatifully arranged on the accompanying “Project Sleep” website. It states, “We’re getting dangerously close to becoming a zombie nation.”
Victoria Cruz says for so long people bragged about how little sleep they were getting, or could get by on, that it became a badge of honour. Now research is proving the harm sustained sleep deprivation can have, from irritable and cranky days to the onset of neurological conditions such as Parkinsons later in life.
“We believe a well-rested Canada will be a healthier Canada.”
Originally from Spain, Cruz says “I believe in the power of a nap every day.” And on behalf of the organization Cruz says “We believe a well-rested Canada will be a healthier Canada.”
Asked whether it helps them sell more milk when there’s not a glass to be seen , Cruz responds with a laugh and acknowledges it’s the $3 billion dollar question. But she says people are receptive to the message. A message which is reinforced on the web with a site that fades to sleep between 10 pm and 6 am.
Canadians are picking up on the reminder, knowing they should go to sleep when they catch some of the late-night ads on television. The other reaction she’s hearing is people commenting on what a departure it is for the Dairy Farmers. She says that in the past they did do a lot of product marketing, which continues, but they’ve also been involved in a variety of campaigns such as the “Fuelling Women Champions“, which encourages girls and women to stay in sports and provides promotion and support to convince them.
She says the campaign is about demonstrating that the Dairy Farmers of Canada of care. “We are a collective of almost 13,000 farmers with human values, very concerned about society” Cruz says, “They work so, so, so hard, our farmers.” And when I ask about the farmer up late telling us all to hush, she reminds me that it’s equally possible he might actually be up very early in the morning after taking care of his cows.
Go to sleep!
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