April 22, 2024
Nobody likes losing an hour of sleep each spring – and the nation’s sleep experts are advocating for the seasonal time change to stop. LCWA helped client American Academy of Sleep Medicine (AASM) advocate against seasonal time changes in favor of permanent standard time throughout the first quarter.
Our healthcare PR team drove notable national media coverage in advance of the daylight saving time observance, with over 21 coordinated interviews with AASM experts in outlets including The New York Times, The Washington Post, USA Today, CBS News, NBC Chicago, and The Today Show, among numerous other trade and consumer outlets. The resulting coverage reinforced the organization’s position as thought leaders on the topic.
In addition to helping AASM advocate for permanent standard time (PST), we worked to generate awareness about the expert-led Coalition for Permanent Standard Time (CpST) and issue new research regarding the heightened risk of medical malpractice during the time change.
“Research shows that the abrupt seasonal shift in time disrupts circadian rhythms, leading to sleep disturbances, increased fatigue and even a heightened risk of heart attacks and strokes,” said Dr. James A. Rowley, president of the AASM. “The transition period following the time change also sees a spike in workplace accidents, road accidents and medical errors due to sleep deprivation and cognitive impairment.”
To date, this spring’s DST campaign has garnered more than 2.5 billion impressions from 1,673 placements. As DST remains a topical political and health discussion, we look forward to working with the AASM to continue driving awareness of the potential health risks of permanent daylight time and helping the health experts advocate for permanent standard time, which better aligns with our physiology.