Life insurance firm AIA Group has launched an initiative designed to combat sleep deprivation, a critical health issue in Asia.

The initiative, with the #OneMoreHour call to action, will raise awareness about the health benefits associated with getting sufficient sleep. In addition, it will provide tips, tools, and rewards that encourage people to change their behaviour and get more rest.

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The initiative is working with Professor Michael Chee, a leading expert from Duke-NUS Medical School and Yong Loo Lin School of Medicine and Singapore.

Benefits of sleep

The initiative will highlight the important physical and physiological benefits that come with sufficient sleep. These include:

  • Reduced likelihood of suffering from chronic disease;
  • Increased ability to maintain a healthy weight;
  • Strong immune system;
  • Boosted mood and energy levels, and
  • Reduced stress and anxiety.

AIA has also introduced updates to AIA Vitality, its wellness programme, to encourage and reward better sleep. The AIA Vitality app will motivate users to improve habits through a new sleep assessment and sleep-based rewards, as well as trackers.

Furthermore, the insurer has created a sleep content hub which provides extensive information and insights on sleeping habits.

Stuart A. Spencer, AIA group chief marketing officer, said: “AIA is proud to be introducing this bold, thoughtful and comprehensive effort that will raise awareness of sleep sufficiency and quality in support of our brand promise: Healthier, Longer, Better Lives. Just one more hour of sleep can provide an extensive number of health benefits and yet sleep deprivation continues to affect an increasing number of people in Asia.

“There is a myth that if we sacrifice sleep, we will get ahead in life. In reality, sleep doesn’t get in the way of personal progress: it enables it. Underpinned by our call to action, #OneMoreHour, we will show people how they can take steps to change their behaviour to get more and better quality sleep.”

AIA sleep research

According to research from AIA, over half of people (55%) said they get just six hours or fewer of sleep per night. In addition, 69% of people don’t feel good about how much sleep they get.

Disturbingly, 62% said they either worry about not getting enough sleep or want more sleep. 30% are actually not satisfied with their quality of sleep.

Spencer added: “AIA is celebrating the physical and mental benefits that getting more sleep can provide. We understand the issues that stand in the way of getting a good night’s sleep and we are committed to helping people across Asia to achieve healthier, longer, better sleep as an important element of their ability to live healthier, longer, better lives.”