Rethink Insomnia
Campaign film and photography for Idorsia
Insomnia – It’s not ‘just trouble sleeping.’
Blonde partnered with healthcare communications agency RuderFinn to produce the hero film and photography for Idorsia’s Rethink Insomnia campaign — an initiative designed to shine a light on the reality of chronic insomnia, and challenge the idea that it’s something people should simply live with.
At the heart of the campaign is Debbie’s story. A wife, mother and former health innovation project manager, Debbie lived with chronic insomnia throughout most of her adult life; the insomnia would usually last 6-8 months, but the most recent and hardest period started during the pandemic and lasted 3 years. This was further intensified by the onset of menopause to become an unrelenting condition that affected every part of her life — from her career and relationships to her physical and mental health.
We brought her journey to the forefront. Debbie speaks candidly about sleepless nights that left her feeling broken, the toll of being misunderstood, and the daily impact of living in a constant state of exhaustion.
“You get to a point of existing, not living.”
Debbie’s resilience is palpable. Her story calls for greater understanding, compassion, and support — not just for her, but for the millions of others navigating life with chronic insomnia (1 in 10 people live with chronic insomnia).
We’re proud to have helped create a campaign that doesn’t just raise awareness — it prompts action for people with insomnia to make sure they get the support they desperately need.
The content is resonating with its audience and performing exceptionally well on social channels.
