R. Bart Sangal, MD, Chair, Public Communication Workgroup Director, Sleep & Attention Disorders Institute, Sterling Hts, MI Professor, Oakland Univ

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1 R. Bart Sangal, MD, Chair, Public Communication Workgroup Director, Sleep & Attention Disorders Institute, Sterling Hts, MI Professor, Oakland Univ Wm Beaumont School of Medicine

2 Public Communication Workgroup Responsible for refining and implementing the plan to disseminate information on healthy sleep and sleep disorders to the general public Year 1 focus on Obstructive Sleep Apnea and general Sleep Health information Members: Shannon Quinn (LCWA) Ronald Szymusiak PhD (SRS) Nathaniel Watson MD (AASM) Zahid Samad MD (CDC) R Bart Sangal MD, Chair (MASM) AASM Staff: Thomas Heffron & John Noel

3 First Short-Term Objective By Aug. 30, 2014, develop and distribute two public sleep health messages. Message 1 Spring 2014 Sleep Well, Be Well Message 2 Summer 2014 Obstructive Sleep Apnea Stop the Snore

4 Messages Sleep is a necessity, not a luxury. The pursuit of healthy sleep should be one of our top priorities. Healthy sleep is a vital sign of good health. Sufficient sleep is as important as nutrition and exercise.

5 Strategy A multi-faceted strategy was implemented to raise awareness among the public: Mass media Press releases Media alerts Policy statements Story pitches Web portal Online toolkit Social media

6 Strategy Mass media Press releases Media alerts Policy statements Story pitches Web portal Online toolkit Social media Sleep Well, Be Well: National Campaign Makes Healthy Sleep a Priority Adequate Sleep as Critical to Overall Health as Nutrition, Exercise (Darien, Ill.) May 12, 2014 A nationwide Sleep Well, Be Well campaign is being launched today as part of the National Healthy Sleep Awareness Project, a collaboration between the American Academy of Sleep Medicine (AASM), Centers for Disease Control and Prevention (CDC) and the Sleep Research Society (SRS). The campaign will promote widespread awareness of the dangers of chronic sleep loss and untreated sleep illness, encouraging Americans to achieve healthy sleep for improved overall health.

7 Mass media Web portal Sleepeducation.org /healthysleep Online toolkit Social media Strategy

8 Strategy Mass media Web portal Online toolkit Infographic Memes Social media

9 Strategy Mass media Web portal Online toolkit Social media Facebook Twitter

10 Second Public Message Sleep Health Objective 1 (SH-1): Increase the proportion of persons with symptoms of obstructive sleep apnea who seek medical evaluation. Data source National Health and Nutrition Examination Survey (NHANES) Baseline 25.5 percent in Target: 28.0 Percent

11 Obese Target Populations 78 million people 35.7% of U.S. adults Hypertensives 67 million people 31% of U.S. adults Diabetics 25.6 million people 90-95% have type 2 diabetes Demographic Groups

12 Message: Stop the Snore

13 Strategy: Press Releases Stop the Snore in Michigan: Sleep Apnea Action Urgent for Those at Risk Life-Threatening Sleep Illness Afflicts at Least 25 Million Americans and Counting (Detroit) August 12, 2014 Michigan s sleep experts agree: obstructive sleep apnea (OSA) a potentially life-threatening disease involving episodes of complete or partial airway obstruction during sleep is dangerously on the rise. As part of the National Healthy Sleep Awareness Project, the Michigan Academy of Sleep Medicine (MASM) is urging anyone with symptoms of OSA to pledge to stop the snore and talk to a doctor about sleep apnea. Research shows that the number of sleep apnea sufferers continues to increase the disease afflicts at least 25 million American adults, and most of them remain untreated, increasing their risk of cardiac disease, hypertension, Type 2 diabetes and obesity, said Dr. R. Bart Sangal, president of the MASM, which is a partner in the Healthy Sleep Project. The collaboration is led by the American Academy of Sleep Medicine and the Centers for Disease Control and Prevention. Fortunately, sleep apnea treatment by a board-certified sleep specialist can stop, and may even reverse, many of these damaging effects.

14 Strategy: Infographics & Memes

15 Strategy: Twitter Chat

16 Strategy: Online Pledge

17 Strategy: Initial Results Nearly 300 press release placements generating 20 million online impressions More than 3,000 Facebook engagements reaching 45,000 users More than 229,000 Twitter users reached and more than 2 million impressions generated by Twitter chat More than 200 Stop the Snore pledges

18 Conclusion The NHSAP is a much needed project The collaboration between the AASM and MASM helps both achieve their goals It is crucial to reach out to people who snore and make them aware of the dangerous disease: sleep apnea It is equally crucial to reach out to people and make them aware of the need for more than 7 hours of sleep every night as adults