FOR IMMEDIATE RELEASE

Date:

May 17, 2016

Location: Toronto

Dairy Farmers of Canada Tuck Canadians In For A Good Nights Sleep

New campaign encourages Canadians to sleep better after national study reveals they are falling short on sleep

When it comes to sleep, Canadians overwhelmingly feel they are falling short, with close to 70 per
cent putting better quality sleep on their wish list, according to a new national study released by
Dairy Farmers of Canada (DFC) today. The Canadian Sleep Review 2016, which includes a
discussion paper and survey implemented by Vision Critical, polled Canadians on sleep habits and
attitudes. It offers insights and advice from a panel of leading sleep experts who call on Canadians
to make sleep a priority both to feel better now and guard against serious long term illness.
According to the survey, many Canadians 40 per cent do not wake up refreshed, with
irritability throughout the day, impacting all aspects of daily life. Furthermore, half of Canadians (49
per cent) admit lack of sleep affects productivity at work, and six in ten would take a nap if they
could. The Canadian Sleep Review 2016 and Project Sleep, an initiative from Dairy Farmers of
Canada, is part of DFCs ongoing work to explore and build awareness about serious health and
social issues, which are important to its members and all Canadians.
Sleep is something all healthy Canadians need without question, and concerns of a general lack
thereof are what prompted Dairy Farmers of Canada to raise awareness about the subject, says
Caroline Emond, executive director, Dairy Farmers of Canada. Helping Canadians gain a better
understanding of their sleep requirements is a step towards a healthier Canada. Our goal is to help
foster the discussion and raise the sleep priority.
Developed in partnership with DDB Canada, the Project Sleep campaign includes a series of
television, radio, digital and social executions that target those suffering from sleep deprivation. The
60- and 30-second spot Goodnight Canada is a mesmerizing, visual-lullaby of lights turning off
accompanied by Canadian singer-songwriter Hayden performing his own rendition of Twinkle,
Twinkle Little Star. Whereas the two 15-second spots and 5-second prerolls take a different
approach and show a dairy farmer staying up late to help viewers who are sleep deprived, by telling
them a bedtime story or shushing them to sleep.

1700 33 Bloor Street East, Toronto ON M4W 3T4 T 416 925-9819 F 416 921-4180 www.ddbcanada.com

Like all Canadians, dairy farmers place immense value on a good nights sleep, says Paul Wallace,
executive creative director, DDB Canada Toronto. To help Dairy Farmers of Canada champion the
cause of sleep, the new campaign seeks to raise awareness of Canadas sleep issue and provide
solutions to those looking for a better nights rest.
All creative executions drive to http://www.projectsleep.ca/ where Canadians can go to learn more
about the campaign. Between the hours of 10 pm and 6 am, a sleep state is activated on the site,
encouraging users to turn off their screens and go to sleep. For those having difficulty falling
asleep, the volume can be turned up to hear ambient white noise to help induce sleep. Designed by
DDB Canada and developed by Mirum, the digital hub includes aggregated social and editorial
content on sleep advice, issues and rituals that promote sleep. Users may also view the discussion
paper, where experts weighed in with insights and comments on The Canadian Sleep Review 2016,
in an effort to explore the current state of sleep in Canada and provide perspective.
Targeting behavior and not a demographic, Initiatives media strategy and buy includes a heavy
late-night television buy and dayparting executions. Digital and social advertising is aimed at
Canadians who are online late at night or searching sleep-related topics.
A national media relations program by DDB Public Relations raises awareness of the issue of sleep
deprivation for Canadians, highlighting the new The Canadian Sleep Review 2016 and drives the
public to ProjectSleep.ca, where Canadians can learn more. Support for earned media activity also
includes sponsored segments and blogger outreach.
The campaign launched on May 17, 2016 and will run across Canada (except Quebec) until midAugust.
About Dairy Farmers of Canada
Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization defending the interests
of Canadian dairy farmers and striving to create favourable conditions for the Canadian dairy
industry. Working within supply management, DFC promotes safe, high quality, sustainable, and
nutritious Canadian dairy products made from 100% Canadian milk through various marketing,
nutrition, policy, and lobbying initiatives. Driven by a strong sense of community and pride, DFC and
Canadian dairy farmers actively support a number of local and national initiatives. Visit
dairyfarmers.ca for more information.
About DDB Canada
DDB Canada is the most creatively acclaimed, internationally recognized marketing communications
agency in Canada. The agency was named 2015 Digital Agency of the Year by strategy magazine
and was ranked #2 agency in Canada by the Gunn Report in 2015. Known for advertising that
generates significant results for clients, DDB Canada is a "total communications company" whose
fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices
in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines

include: public relations, event management, digital, social, mobile, branding, design, direct
response, CRM and shopper marketing.
- 30 For more information or interviews, please contact:
Sandra Da Silva
Assistant Director, External Communications
Dairy Farmers of Canada
905.817.2001
sandra.dasilva@dfc-plc.ca

Paige Calvert
Director of Corporate Communications
DDB Canada
604.608.4421
paige.calvert@ddbcanada.com