Duroflex, a leading mattress brand, has launched a campaign this Women’s Day to advocate for women’s health. The #SleepFirstHealthFirst initiative aims to challenge societal norms and emphasize the importance of prioritizing sleep, particularly for women. In a bid to redefine traditional expectations and uplift women’s well-being, Duroflex has introduced this pioneering campaign coinciding with Women’s Day and World Sleep Day.
What is the campaign all about?
The campaign sheds light on the daily struggles faced by women in prioritizing their health, specifically in the context of sleep. Women often find themselves torn between societal expectations and their well-being, leading to sacrifices for much-needed rest. Duroflex’s campaign highlights these challenges through a film depicting a woman’s inner conflict as she contemplates prioritizing her sleep versus her family responsibilities.
Use of Tech in the Campaign
As part of the campaign, Duroflex has launched an interactive AR Filter on Instagram, offering users a Sleep Test to evaluate their sleep quality. This initiative aims to raise awareness about the importance of understanding one’s sleep patterns and encourages women to prioritize their rest. Renowned Indian television actress, Rupali Ganguly, will inaugurate the initiative by participating in the sleep test.
Sridhar Balakrishnan, CEO of Duroflex, emphasizes the need for change and acknowledges the silent struggles faced by women. He encourages meaningful conversations to empower women to prioritize their well-deserved rest for a healthier tomorrow. Prasad Venkataraman, Executive Vice President of Tilt Brand Solutions, highlights the detrimental effects of sleep deprivation on women's health and calls for a shift in societal mindset to encourage women to #SleepFirst.
Importance of Sleep for Health
The initiative underscores the critical role of sleep in overall health and well-being, particularly for women who often juggle multiple responsibilities. Lack of sleep can lead to anxiety, high-stress levels, hormonal changes, and sleeping disorders, affecting two out of every three women. By amplifying the message of self-care, Duroflex aims to pave the way for a more supportive society that prioritizes women’s health.
Duroflex’s #SleepFirstHealthFirst campaign for Women’s Day and Sleep Day advocates for a fundamental shift in societal attitudes towards women’s health. Through storytelling, Duroflex has tried to empower women to give priority to their sleep and ultimately improve their overall well-being.
As we celebrate Women’s Day, let us join in creating meaningful conversations and promoting self-care for a healthier tomorrow.
Watch the commercial here:
