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The National Sleep Foundation (NSF) has been a go-to nonprofit resource for sleep information for decades. But the media landscape grew crowded with voices positioning themselves as sleep experts, diluting the story and spreading misinformation. NSF turned to BRG to win back share of voice and put evidence-based guidance back at the forefront.

How We Did It

• Mined owned data no one else could claim. The Sleep Health Index, the annual Sleep in America Poll, and the NSF Sleep Health Journal built a year-round arsenal of story angles
• Made NSF’s experts the story. Trained board members, research authors, and leadership to lead every interview with the NSF brand front and center
• Unified the message. The “Best Slept Self” platform tied all communications under one concept
• Built on existing equity. Drowsy Driving Prevention Week and Sleep Awareness Week drove visibility through media tours, paid social, contests, and influencer engagement while audiences were primed to engage

The Impact

BRG secured nearly 10,000 placements and 1 billion-plus impressions for programs like Drowsy Driving Prevention Week and Sleep Awareness Week, plus 200-plus spokesperson interviews spanning drowsy driving, school start times, Daylight Saving Time, and more. NSF’s share of voice grew more than 30% against competing sleep entities, with experts quoted in over 90% of placements. The campaign also attracted new campaign sponsors and landed NSF-owned research on TODAY during Sleep Awareness Week.