Switching off to sleep better

The Sleep Charity wanted this year’s Sleeptember to feel simple and actionable. Life is noisy. Phones ping. Minds race. The idea is clear. Do not disturb. Switch off to make a difference to your sleep.

We started with the moments before bed. The scroll. The late emails. The second screen. We looked for a visual that anyone could recognise and the ‘Do Not Disturb’ switch gave us that anchor. One small action. A clear cue to pause.

The identity builds around this switch. We paired it with a friendly scripted typeface to soften the message, making it feel human and encouraging. It also links back to previous campaigns so nothing jars. Pink and blue return as the core colours, also carrying bran memory and adding calm energy to layouts.

This year the work is more imagery-led. We brought people into the Do Not Disturb world. Hands reaching to switch off. Faces relaxing as the day fades. Quiet rooms. Low light. A sense of ease. The visuals show the choice to step back and rest. Not a lecture. An invitation.

The tone is plain and warm with short lines and clear asks. Try this tonight. Put the phone away. Dim the lights. Keep the bedroom cool. We shaped copy, alongside The Sleep Charity team, to reduce friction. Each message sits beside a simple action. No judgement. Just help.

We planned the month as a steady rhythm. Hints and tips roll out across September with help guides going deeper on key topics. Sleep diaries give a simple way to track habits and print friendly PDFs are ready for home, schools and workplaces. Everything connects. Everything points back to the switch.

Design follows function. Social tiles carry the ‘DnD’ device, headlines and a single step to try, broken into carousels and story posts. Stories and reels add motion with a soft glide that mirrors winding down. We kept text large and contrast strong so content is easy to read on the move.

The printable guides match the digital look. Clear headings, generous space for notes and checklists that feel doable. We created versions for families, teens and adults so people can pick whatever fits. The diaries use simple grids and prompts. Morning and evening reflections. No clutter. No barriers to starting.

We built a kit that works across every touchpoint. Social graphics, website banners, email headers, poster artwork. Partner packs for schools, NHS teams and workplaces. Each file comes with guidance on how to use it. How to write a caption, where to place the logo, how to credit the charity. This keeps quality high as the campaign travels.

We also considered the real world. A parent reading on a bus or a carer printing a guide in a busy office. A teacher grabbing a poster between lessons. File sizes are light, formats are familiar. Everything is quick to download and simple to use.

We made sure that the photography direction is gentle. Real people, real homes. No staged perfection. We show small wins such as a lamp clicked off, a book opened, a phone turned face down. These images make the campaign relatable, allowing viewers see themselves and feel able to try.

We worked closely with The Sleep Charity team throughout. Short workshops set priorities. Weekly check ins kept assets aligned. We shared early tests to gather feedback from supporters and partners. That shaped language and pacing. It also helped us build materials that teams can deliver with confidence.

The final output is a full suite of campaign assets for the month. A bank of social graphics sized for each platform, PDF guides and sleep diaries to print and share. We developed email templates to keep supporters in the loop and web assets to tie everything together. All pieces speak the same language and carry the same calm energy.

Sleeptember is about making better sleep feel possible. The Do Not Disturb idea turns that into a single, clear step. Switch off. Rest follows. The creative gives people the cues and tools to try and the plan makes it easy for partners to spread the message.

As the month unfolded, the campaign will show up in feeds, inboxes, classrooms and waiting rooms. It will do so with one voice and a human touch. Simple. Supportive. Ready to help people sleep better, one quiet night at a time.

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