You don’t have to do an event to get publicity for sleep issues and your
organization during NSAW. There are several “tools” you can use such
as generating a sleep-related news story with a news release, publishing an “op-ed,” or
using public service announcements (PSAs.) These PR tools are explained in greater
detail in the Toolkit’s Year-Round Resources Guide.
Also see the Sample Documents at left.
Your NSAW 2005 activities are part of NSF’s nationwide
public education campaign to help Americans understand the
importance of healthy sleep and problems associated with
insufficient sleep. Here are some suggested “news hooks” for
media coverage:
- The switch to Daylight Saving Time, when we set our clocks
forward, means we typically “lose” a
precious hour of sleep. This happens on Sunday morning, April 3,
the last day of NSAW 2005, and offers an excellent opportunity
to discuss the dangers of sleep deprivation and what it
can mean to mood, behavior and performance.
- Your organization
and sleep experts can provide commentary and local story
angles relevant to the results of NSF’s 2005 Sleep
in America poll that
looks at different sleep problems, their scope and impact.
(You will receive advance copies of the poll).
- Drowsy driving is always an important and timely topic.
The return of Daylight Saving Time can mean more time spent
outdoors and more driving to and from activities, especially
for teen and other young drivers.
- Teens
and sleep – is changing high schools start times
an issue in your community? Whether it is or is not,
NSAW offers the opportunity to discuss sleep issues for
teens, including the dangers of drowsy driving.
Camera-ready PSAs have been produced for National Sleep
Awareness Week® and are on this CD-ROM. Be sure to send
a copy to your local newspapers and community newsletters,
using the sample letter included in the “Sample Documents” section
of this NSAW Handbook. Call the papers to find out deadlines
and the name of the person responsible for receiving the
material. Encourage the publication to run the PSA
prior to or during the Week.
(Note: The camera-ready art can also be used in internal
publications such as newsletters to call attention to National
Sleep Awareness Week®)
Print PSAs
Camera-ready PSAs have been produced for National Sleep Awareness Week® and are
on the CD-ROM included in the Toolkit. Be sure to send a copy to your local
newspapers and community newsletters, using the sample letter included in the “Sample
Documents” section of this NSAW Handbook. Call the papers to find out
deadlines and the name of the person responsible for receiving the material.
Encourage the publication to run the PSA prior to or during the Week.
(Note: The camera-ready art can also be used in internal publications such as
newsletters to call attention to National Sleep Awareness Week®.)
Radio PSAs
Scripts for radio PSAs can
be found in this section of the CD-ROM. Mail them with a cover
letter to radio stations in your city. A sample
cover letter can also be found in this section.
Opinion pieces (or “op-eds,” since they usually appear opposite the
editorial page) are often written by experts in their field or by prominent people
in the community to comment on a particular topic. A sample
op-ed that you can
adapt for NSAW is provided in this section of the CD-ROM.
You can print it on your letterhead and send to the editor of your local newspaper.
Many public officials, including Members of Congress, governors and mayors
routinely issue proclamations to inform their constituents of matters of importance.
National Sleep Awareness Week® can be adapted at the state and local level.
For example:
- Contact your congressional representative
and ask that a proclamation regarding National Sleep Awareness
Week® be placed in the Congressional Record or in the
constituent newsletter.
- Ask your state governor’s
office to issue a
statewide proclamation declaring that the week of March
28-April 3 is Sleep Awareness Week in your state.
- Contact
the mayor of your city or town and
ask that the mayor consider making such a proclamation
for your locality; such events frequently receive media
coverage.
Keep in mind that getting a proclamation issued by a government
official can be time-consuming, because it may have to be considered
by a number of people. Therefore, you should start planning
on getting a proclamation at least three months before NSAW.
A sample proclamation is provided in the “Sample Documents” section.
Every campaign needs to have key messages that are short, memorable and continuously
repeated. There are a number of key messages about sleep that can be used for
NSAW and throughout the year:
- Sleep Well Tonight for a Better Tomorrow! Sleep
is essential for good health, safety and optimum performance;
lack of sleep affects our mood and behavior, and contributes
to poor performance.
- Be good to yourself
and make time for sleep.Most people need an
average of seven to nine hours each night to be at their
best the next day. This is National Sleep Awareness Week®.
Make a commitment to get a full night of uninterrupted
sleep every night this week—and
then make it a nightly habit all year.
- Sleep is a necessity,
not a luxury. If you’re having a problem
sleeping or often feel sleepy during the day, you may have
a sleep disorder, and it usually can be treated. Talk to
your doctor or health care provider.
- Make sufficient sleep a family priority. A
good night’s sleep should be a regular part of everyone’s
daily schedule.
- Learn to recognize sleep problems. Problems
sleeping or daytime sleepiness can signal a sleep disorder
that usually can be treated. Talk to your doctor.
Use these messages in your publicity and other outreach efforts
for NSAW and throughout the year. They are printed on a handy
3”x4” palm card included in this Toolkit, which
you can carry with you for speaking engagements, interviews,
and other relevant occasions. Messages for the 2005 Sleep
in America poll will be supplied in the press kit prepared for
the poll.
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