Insomnia in the elderly is a serious issue needing a unique solution.
With increasing age, there is a natural decline in the sleep-inducing hormone melatonin, but restoring endogenous hormone levels can alleviate insomnia in patients over 55 years.
Our vision for this treatment was a visually hard-hitting campaign to elevate the status of insomnia, remove inertia and drive healthcare professionals towards recognising and treating more patients with insomnia.
By using stark photography and a talented post-production team, we created a ‘shattered’ effect on three different patient types. This resembles the powerful effect of insomnia on patients and their mental and physical wellbeing. We also highlight Circadin as a solution which restores normal sleep patterns and quality of life in older people.