Simmons Good in Bed

“Good in Bed”

2010 campaign by Nanyang Technological University students with bedding company Simmons, warning Singapore undergraduates about 'junk sleep' (short, interrupted sleep, often with screens).

Years: 2010
Country: Singapore
Topic: Sleep
Asks people to: Start
Strategy: Humor
Channel: Events Social (organic)
Audience: Young adults
Undergraduates aged 18-24 at three public universities

Evidence

Self-reportedUnknown

The campaign report includes the team's own evaluation; results are not in the abstract.

Sponsor (who paid)

Simmons (SEA) Pte Ltd Industry, partner
Nanyang Technological University, Wee Kim Wee School of Communication and Information (students) Academic, creator

Credits (who made it)

Not recorded yet.

Related campaigns

Phone Sleeps First 2025–now
The Pillow Police 2014

Sources

Simmons good in bed : a health communication campaign seeking to educate youth in Singapore on junk sleep in collaboration with Simmons (SEA) Pte Ltd. sponsor · 2010

Research notes

Strategy 'humor' inferred from the name; check the report. Found through OpenAlex (October 2026 sleep pass, see docs/sleep-campaigns-openalex.md). Findings paraphrased from abstracts; check the paper before quoting a number.

Record cases/simmons-good-in-bed.json, updated 2026-10-23· Link to this campaign