Sleep Country is looking to put outdated ideas about rest to bed with a campaign that encourages Canadians to take pride in their overnight rejuvenation routines.

The “Stop Sleep Shaming” campaign, which launched this week, takes aim at the culture that puts productivity and professional ambition ahead of health and well-being, while pushing the benefits of sleep to the side.

The campaign includes a poll, produced by Sleep Country, that outlines the adverse effects of “sleep shaming,” which the company defines as the negative feelings people feel for their healthy nightly-rest routines. The survey says more than half of Canadians feel they have been sleep shamed, four in five sacrifice sleep for obligations such as work and social activities and 70% report not getting enough sleep in general.

“Today’s hustle culture glorifies early mornings and minimal sleep as the key to success,” says Nuno Bamberg, senior VP of brand and marketing at Sleep Country. “This mindset creates social pressure, pushing people to ignore their natural need for rest.”

The campaign launched to coincide with Sleep Awareness Month and includes 30-second television and radio spots that display the lengths people go to combat fatigue and the positive effects they might be missing out on when they don’t get enough of it.

Sleep Country also recently sent a message to IKEA and the public about sleep health through the ongoing billboard DM back and forth in the GTA between brands jostling for position in the competitive sleep category.

“Stop Sleep Shaming” marks Sleep Country’s first partnership with creative agencies Camp Jefferson and K72. Middle Child led PR and influencer.