The Sleep Thief
THERAPY AREA
AUTISM
The BRIEF
Show how insomnia can affect children with autism and their families, and the impact prolonged-release melatonin can have by helping them sleep through the night.
Insight
Something we kept coming back to is what else keeps kids awake at night – nightmares, ghosts, monsters under the bed. Enter the Sleep Thief.
The solution
We created the Sleep Thief, a cute, but very irritating monster that keeps children up at night, heightens their sensitivity to stimuli in the daytime and puts up barriers to socialising… just like insomnia.
We brought to life just how tough it can be for children with autism, without demonising the condition itself. The tone of voice was bold and empowering, playful and mischievous, while being serious and empathetic enough to reflect the toll autism takes on children and their families.
This recent campaign was a huge hit with the client and a finalist for PM and Creative Floor Awards.
