Unique advertising approach provides a moment of calm for the nation to help give viewers better sleep

Channel 4 and eve sleep have partnered to create a world first in TV advertising by removing the blue light from their TV adverts this Sunday, marking the weekend of World Sleep Day (Friday 13th March), in a bid to help the nation wind down to sleep more easily.

With the average Brit getting 5 hours and 36 minutes uninterrupted sleep a night, well under the NHS guidelines, the first ever ‘night mode’ ad break will remove the brain stimulating effect of TV’s blue light by applying an amber coloured filter to adverts from eve sleep and a number of partner brands. The ‘roadblock’ ad break takeover will air simultaneously across Channel 4, E4 and More4 at approx. 9.45pm.

Supporting the campaign are Calpol, Cazoo, Listerine, The AA and VELUX who are joining the sleep wellness brand in removing the blue light from their adverts within the same break.

With one in 10 Brits attributing poor sleep to checking work emails before bed, the first of its kind ad break will not just remove the blue light but also include pre-bedtime tips to help people get to sleep more easily.

In the following ad break, with time edging close to the nation’s average bedtime between 10pm -11pm, a 90 second relaxation film featuring adults, a young child, a baby and a puppy enjoying good sleep will create a relaxing moment for viewers across the country.

In recognition of World Sleep Day some of Channel 4’s idents in which the broadcaster’s iconic blocks are brought to life as a giant will also be set to ‘night mode’ on Sunday evening.

Chris Braithwaite, Agency and Client Sales Leader, Channel 4 said: “We’re really proud of this collaboration with eve sleep and Goodstuff which we hope will help Channel 4 viewers achieve a great night’s sleep. It continues Channel 4’s legacy of delivering innovative, creative campaigns for advertisers that truly engage our audience.”

Cheryl Calverley, Chief Marketing Officer, eve sleep said: “There’s lots and lots of things that disrupt sleep, leaving the nation feeling groggy and not at their best each morning, and here at eve sleep we are on a mission to solve them all one by one. So as part of World Sleep day this year, we hope to help millions of Channel 4 viewers get the sleep they need to rise and shine. What better way than with a TV ad break free of sleep disrupting blue light, supported by simple and effective sleep tips, and then a relaxing moment of calm.”

Gaby Kerezova, Planning Director, Goodstuff said: “As eve sleep’s longstanding media agency, we are thrilled to be working on this collaborative partnership. This first of its kind campaign continues to spread the message that everyone has the right to better sleep and is the result of an idea born through our Goodstuff ideas session and developed with eve sleep and 4Sales.”

The campaign is the result of collaboration between 4Sales, it’s creative arm PL4Y and eve sleep’s media agency Goodstuff, working with agency partners UM (Calpol and Listerine) and Republic of Media (VELUX). Goodstuff also represent Cazoo and The AA.

Sassy Films are responsible for the creative.

The partnership forms part of eve sleep‘s wider campaign, Right to Sleep, which taking a stance to ensure that the nation has the right to something that has proved to be absolutely vital to our health and wellbeing…sleep. eve sleep wants to make sure everyone, regardless of their sex, age or background, gets the best possible night’s sleep and can wake up at their best each morning. As part of the Right to Sleep campaign, the sleep wellness brand is lobbying the UK government to recognise sleep under the Human Rights Act 1998. You can show your support by signing the petition below.

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*Research commissioned by eve sleep in October 2019 and undertaken by research company OnePoll

*In July 2018, the Sleep Council reported that bedtime for the average adult based in the UK usually sits between 10 and 11pm. However, almost 20% of us consistently go to bed after midnight.

About eve sleep

eve sleep believes that every great day starts the night before. Founded in London, eve’s ambition is to give everyone the best possible start by making better sleep accessible to everyone. It designs superior sleep products that don't compromise quality for price, delivered direct to the door within days.

About the Human Rights Act 1998

The Human Rights Act 1998 is the main piece of law that protects human rights in the UK. It places public authorities – including the government, state schools, hospitals and social services – under an obligation to treat everyone in the UK with fairness, equality, dignity, respect and autonomy.[1]It incorporates the rights set out in the European Convention on Human Rights (ECHR) into domestic British law. The Human Rights Act came into force in the UK in October 2000.

[1]Amnesty International UK, Human Rights Law. https://www.amnesty.org.uk/human-rights-law

[2]Equity Human Rights, The Human Rights Act,