The appointment of Evergreen PR marks a strategic move by Big Health UK to promote their digital insomnia treatment, Sleepio.
- Sleepio offers cognitive behavioural therapy for insomnia and is recommended by NICE as a primary treatment.
- Insomnia impacts one in three individuals weekly in the UK, affecting mental and physical health.
- Sleepio is not yet widely available in England despite its effectiveness and cost savings demonstrated in Scotland.
- Evergreen PR will manage communication strategies to encourage national adoption and reduce dependency on sleeping pills.
Big Health UK’s decision to appoint Evergreen PR as their strategic communication partner underscores a significant step in promoting Sleepio, a digital solution for insomnia. Sleepio is designed to provide cognitive behavioural therapy for insomnia (CBTi), which is endorsed by the National Institute for Health and Care Excellence (NICE) as the primary treatment for this prevalent sleep disorder. This partnership aims to guide the national adoption of Sleepio, harnessing its potential as a clinically effective and cost-efficient treatment within the NHS framework.
A staggering statistic highlights that one in three residents in the UK experiences insomnia weekly, a condition that severely affects mental and physical well-being, alongside quality of life. Yet, access to CBTi remains limited due to a shortage of trained therapists in this specialty. Despite Sleepio gaining widespread availability in Scotland since 2021, its reach in England remains confined, impacting those desperately in need of this proven treatment.
The collaboration with Evergreen PR is therefore pivotal. They will spearhead initiatives to promote Sleepio’s national adoption, thereby realising the cost-saving and health benefits identified by NICE. The strategic push to broaden Sleepio’s availability is anticipated to also mitigate the current overdependence on sleeping pills, known for their adverse side effects including potential dependency and withdrawal issues.
Will Goddard, managing director for Big Health UK, expressed enthusiasm about this collaboration, stating, “We’re excited to be working with Evergreen as a key strategic partner to support our mission to help millions back to good mental health.” His sentiments underscore the urgency and potential impact of this initiative, stressing the importance of ensuring that Sleepio’s benefits are accessible across the NHS.
Further supporting this, Leigh Greenwood from Evergreen PR highlighted the agency’s commitment, saying, “We’re looking forward to making this a reality through effective breakthrough campaigns that drive adoption, while also establishing Big Health as a leader in mental health care.” This statement conveys a clear vision for integrating Sleepio more fully into mental health treatment pathways, aligning with existing healthcare guidelines and needs.
Moreover, this initiative builds on Evergreen PR’s previous success with The Sleep Charity, which emphasized the need for comprehensive insomnia support and led to governmental calls for a National Sleep Strategy. This background experience and advocacy further bolster the strategic approach being taken to elevate the status and accessibility of Sleepio nationwide.
The partnership between Big Health and Evergreen PR aims to enhance national access to an effective insomnia treatment.
