Problem: Lots of people have trouble sleeping, but taking sleeping pills are a quick fix, not a permanent solution.
Solution: Develop a web experience that teaches people how to change their bad habits so they can start getting a better night's sleep.
My-Coach Sleep isn't about getting people to take sleeping pills. It offers content that helps people who have sleep problems get a better night's sleep. There's access to a 6-week online Cognitive Behavioral Therapy program that helps people change a lifetime of habits. It features seven articles that cover different topics related to sleeplessness. There is calming music that help people relax.
This site is one of the first examples of a J&J brand using social media to share the articles. It is also the first in a long series of My-Coach sites aimed to help people improve their lives beyond relying on a product.
People access the site from the product itself. Every box of Tylenol PM drives to My-Coach Sleep, and there is a code on the package that gives users free access to the workshop.
Can't sleep? Check out My Coach Sleep.
CREDITS
Client: Tylenol
Agency: AKQA/NY
Group Creative Director: Paul Collins
Art Director: Jessica Brazen
Designer: Evan McAlister
Copywriter: Nathan Archambault
Sr. Account Director: Bonnie Chu
Sr. Account Executive: Mary Lee
Project Manager: Carmen Rincon
Design & Animation: Gasket Studios
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