It’s 3 AM. The brains of nearly 50% of menopausal women are refusing to go to sleep.
Sinai Health Foundation and independent creative agency, Diamond, have created the world’s most boring campaign to help. InsomniAds is a series of ultra-dull audio ads that double as bedtime stories. The work offers a cheeky but compassionate response to the very real struggle of menopause-related sleep loss.
The campaign’s snoozy content is delivered in a calm, monotone voice that’s equal parts dull and oddly comforting:
Firmware Installation: Nothing’s more snoozy than a man in your life over-explaining a firmware update. For women suffering from menopause-related insomnia, this ‘story’ might just help you drift off again.
Opening line: “Listen to this, there’s a new firmware update for our router that I installed today.”
Fantasy Football: Up late and staring at the ceiling? Here’s a man detailing his fantasy football picks—perfect for making your eyes heavy and your thoughts fade away.
Opening line: “So the guys and I started our fantasy football league tonight. $200 all in for a pretty big win at the end of the season.”
Accounting Software: What can help women up late with menopausal insomnia? A man’s boring recount of his new accounting software. Press play and fall back asleep.
Opening line: “The other day I was auditing a client, using a new software that processes numbers at speeds you would not believe.”
Office Pizza Party: Insomnia during menopause is no joke. Need help falling back asleep? Let this man walk you through every tedious detail of a workplace pizza lunch.
Opening line: “I haven’t told you about that pizza lunch we had at the office the other day, have I? Well, Dave organized it for Sandra’s—or, no, I mean, Rebecca’s departure.”
“Unbearable insomnia is something far too many women quietly endure,” stated Rebecca Flaman, executive vice-president at Diamond. “We wanted to meet the moment with empathy, creativity, and a bit of humour. By responding with something intentionally, and painfully dull, we’re offering some relief while shining a light on the bigger issue. It’s one part awareness, one part coping mechanism—and 100% boring by design.”
