This Campaign Will Put You to Sleep (And It’s Supposed To)
Diamond creates the world’s most boring ads for Sinai Health Foundation to help menopausal women with insomnia.
It’s 3 AM. Are you, like many menopausal women, wide awake again?
Sinai Health Foundation and independent creative agency Diamond are hoping to help with a campaign intentionally designed to be boring.
“InsomniAds,” the latest creative extension of Sinai Health Foundation’s “Hot and Bothered” platform, features a series of ultra-dull audio ads that double as bedtime stories. The work offers a cheeky but compassionate response to the very real struggle of menopause-related sleep loss.
With nearly 50% of menopausal women experiencing insomnia, the campaign serves up snoozy content in hopes of helping them finally get a good night’s sleep. Each story is delivered in a calm, monotone voice that’s equal parts dull and oddly comforting:
Firmware Installation: Nothing’s more snoozy than a man in your life over-explaining a firmware update. For women suffering from menopause-related insomnia, this ‘story’ might just help you drift off again.
Opening line: “Listen to this, there’s a new firmware update for our router that I installed today.”
Fantasy Football: Up late and staring at the ceiling? Here’s a man detailing his fantasy football picks—perfect for making your eyes heavy and your thoughts fade away.
Opening line: “So the guys and I started our fantasy football league tonight. $200 all in for a pretty big win at the end of the season.”
Accounting Software: What can help women up late with menopausal insomnia? A man’s boring recount of his new accounting software. Press play and fall back asleep.
Opening line: “The other day I was auditing a client, using a new software that processes numbers at speeds you would not believe
Office Pizza Party: Insomnia during menopause is no joke. Need help falling back asleep? Let this man walk you through every tedious detail of a workplace pizza lunch.
Opening line: “I haven’t told you about that pizza lunch we had at the office the other day, have I? Well, Dave organized it for Sandra’s—or, no, I mean, Rebecca’s departure.”
“Unbearable insomnia is something far too many women quietly endure,” said Rebecca Flaman, Executive Vice-President at Diamond. “We wanted to meet the moment with empathy, creativity, and a bit of humour. By responding with something intentionally, and painfully dull, we’re offering some relief while shining a light on the bigger issue. It’s one part awareness, one part coping mechanism—and 100% boring by design.”
The “Hot and Bothered” brand platform, launched in 2024 by Sinai Health Foundation in partnership with creative agency Diamond, aims to break the silence around menopause and support the creation of Canada’s first Centre for Mature Women’s Health at Mount Sinai Hospital. The campaign continues to drive awareness and action to help close the gender gap in care, research, and education.
“We know this isn’t a cure, but it’s a conversation starter,” said Lori Davison, Chief Strategy Officer at Diamond. “We hope that these stories not only help women fall back asleep but also help wake the world up to the fact that menopause deserves serious attention, research, and investment.”
To reach women when they need it most, the InsomniAds are running overnight between 2 and 5 AM as YouTube pre-rolls and across social media.
For more information on Sinai Health Foundation’s “Hot and Bothered” campaign visit: https://www.sinaiwomenshealth.ca/hot-bothered
CREDITS:
Client: Sinai Health Foundation
Title: InsomniAds
Brand Platform: Hot and Bothered
Agency: Diamond
Chief Creative Officer: Peter Ignazi
Executive Vice President, Client Partner: Rebecca Flaman
Chief Strategy Officer: Lori Davison
Writer: Megan Radisa
Art Director: Nina Hang
Producer: Mark Graham
Editors: Brandon Hurd, Rúben Padilha
About Sinai Health Foundation
Sinai Health Foundation takes the vision of Sinai Health’s physicians, clinicians, scientists, and health-care providers and helps turn it into a reality. Philanthropy is essential for advancing research, care, and outcomes for those facing cancer, a high-risk pregnancy, stroke recovery, and other conditions and diseases. Thanks to philanthropy, Sinai Health Foundation helps fund world-class facilities and offers patients access to integrated and exceptional care, tailored to meet their unique needs. Learn more at www.sinaihealthfoundation.ca.
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