The World Day of Mental health was the setting chosen to launch the new television campaign “Transmission Therapies”, which seeks to give greater visibility to a silent Sleep disorder that affects more than half of the Chilean population: insomnia.
The initiative is carried out by TVN, NTV, the creative agency BBDO Chile and Clínica Somno, and It will be broadcast on October 10, in the late night slot.
Between 02:30 and 05:30 hours will start broadcasting on tvN and NTV color images and specially chosen sounds by professionals, known as “pink noise”, which allow the creation of the atmosphere of different scenarios such as waterfalls, forests, sea, breeze from trees, bonfires and rain, which help the audience to fall asleep.
“The reach that television has makes it a powerful tool at the service of the people and on Mental Health Day, we have teamed up with various professionals to carry out this campaign and make it available to the audience on our screens, seeking to contribute to the problem of sleep”, comments the Programming Director of TVN, Roberto Cisternas.
After this important initiative on open television, this tool to help sleep will be mobilized to the TVN Play platform, so that the audience can access it whenever they need it through a QR code that will be seen on the screen.
On NTV meanwhile, in addition to the action of October 10are being programmed since September, in their late-night schedule, between 01:00 and 06:00, different Chilean images of nature in real time, a phenomenon known in the world as “Slow TV”, which are set to music to invite tranquility and rest.
While the campaign “Therapy in transmission” it will remain on NTV throughout October between 04.00 and 6.00 am.
“For a few months we have been broadcasting images on slow TV, first in silence and then set to music, with the intention that they allow us to fall asleep or at least relax, since we have seen that many people stayed in tune with us once the programming was over. We know that sleeping with the television on is not the best resource to achieve a good rest, that is why we have taken care to choose images that are calm and that in their editing do not cause sudden changes in speed or brightness so that they do not interrupt the phases of sleep in in case someone fell asleep in front of our screen,” says NTV’s Programming Director, Mariana Hidalgo.
Among the specialists who advised this project is the Somno Clinic, an expert in sleep disorders, from where they guarantee that there are certain colors that promote a state of greater calm and tranquility, such as blue, yellow in subdued tones, opaque duck yellow, greens and, finally, darker pinks.
Meanwhile, the “pink noises” help achieve a sense of well-being, helping in the quality of sleep. The sound of rain or the beating of the heart are some examples.
“Although we recommend avoiding electronic devices such as cell phones and televisions before bed, we understand that this is a very good way and opportunity to raise awareness and bring some treatments closer to the population, contributing to a problem at the country and global level,” said Mauricio. Bustamante, general manager of Clínica Somno.
On the other hand, Sebastián Vega, Creative Director of the creative agency BBDO comments that “an investigation by the Chilean Security Association and the Catholic University revealed that insomnia affects 44% of the Chilean adult population, while in Google Trend the concept of “insomnia” and “can’t sleep” skyrocketed in April this year. Faced with the difficulty of access to doctors, therapies, psychiatrists or medications, access to television becomes a usable resource to contribute a grain of sand to this problem.