Daylight Savings Time starts this weekend. With young kids at home, my husband and I try to adjust the kidsâ€™ bedtimes a few days in advance of time changes so our bedtime and morning wakeup schedules arenâ€™t too thrown off the day of (and after). Well, Sleepyâ€™s, the mattress retailer, has also given daylight savings time some thought and is using it as the center of a clever PR campaign.
Sleepyâ€™s has started a â€śSoften the Shockâ€ť online petition for moving the start of Daylight Savings Time to Saturday at 2 am instead of Sunday at 2 am â€“ giving folks an extra 24 hours to get adjusted to the time change before starting the school and work week. (Weâ€™ve all heard the news reports that more accidents happen on the Monday morning after a time change.)
Kudos to Sleepyâ€™s and their PR team for finding a creative way to remind consumers about healthy sleep and ultimately, their mattresses. PR for evergreen products can get stale but Sleepyâ€™s used some traditional PR strategies â€“ albeit with a 2013 twist â€“ to get their name in front of consumers:
Challenge status quo â€“ When the PR team or another team member recommended a petition to change the day that Daylight Savings Time begins, Iâ€™m sure there were some management groans. However, with social media and online collaboration sites like Care2 or Change.org starting and promoting a petition to raise awareness of an issue has never been easier.
Think outside the box â€“ National Sleep Awareness Week, which ends on March 10, would have been a go-to PR hook but instead Sleepyâ€™s linked their brand to the sleep-related â€śholidayâ€ť for a creative twist and seemingly less self-serving PR exposure.
Localize â€“ No, I havenâ€™t seen the Sleepyâ€™s story on any of the major networks but instead I read about it in the digital version of my hometown newspaper with input from a healthy sleep advocate and a local neurologist board-certified in sleep medicine. Local news still matters.