AIA’s new initiative #OneMoreHour launched to combat sleep deprivation in Singaporeans!

Who wouldn’t want an additional hour of sleep? Theoretically we would all love to snooze longer but when it comes down to it, most adults and even young children find reasons to delay bedtime and thus reduce their sleep time. Moreover, our lifestyle with late working hours, social and family commitments, stress and over dependence on gadgets, especially our hand phones are factors that further hamper our quality of sleep.

Reports and statistics emphasizing the need for sufficient good quality of snooze time abound, but we are literally sleeping over these issues rather than addressing them. Sleep deprivation is a global phenomenon and Singapore is not immune to it. In fact more than half of Singaporeans (according to a survey conducted by AIA Group Ltd) confessed to getting 6 or fewer hours of snooze time every night and to no one’s surprise they were not happy about it. 66% of respondents said they either worry about not getting enough sleep or want more sleep.

The AIA Group Ltd conducted research in Mainland China, Hong Kong, Thailand, Singapore, and Malaysia to understand sleep habits of the Asian countries. Key findings include:

• Over half of people surveyed (55%) said they get just 6 hours or fewer of sleep per night (7 to 9 hours is the optimal amount of sleep for most adults).
• 69% don’t feel good about how much sleep they get.
• 62% said they either worry about not getting enough sleep or want more sleep.
• 30% are not satisfied with their quality of sleep.
• 62% agreed that getting one more hour of sleep would boost their mood and energy.

Recognizing the need to improve both the quantity & quality of sleep in people, AIA recently launched a major initiative to promote sleep sufficiency and quality around the Asia-Pacific region. It is also calling for action with the code #OneMoreHour underlining the benefit that one more hour of sleep will bring –physical, mental and in terms of work productivity.

AIA has partnered with Professor Michael Chee, one of Asia’s leading Sleep experts from Duke-NUS Medical School and Yong Loo Lin School of Medicine in Singapore to drive home the need and steps to combat sleep deprivation – which is a major health concern in Singapore and the whole of Asia. Through tips, tools and rewards, AIA hopes to encourage people to get more and better quality sleep and appreciate the benefits of good quality sleep.

Some of the key benefits of sufficient, good quality sleep are:

• Reduced likelihood chronic disease such as diabetes and hypertension
• Increased ability to maintain a healthy weight through better metabolism.
• A stronger immune system.
• Boosted mood and energy levels.
• Reduced stress and anxiety.
• Better focus and concentration leading to improved productivity.
• Improved memory and retention power.

Announcing the initiative, Stuart A. Spencer, AIA Group Chief Marketing Officer said that this was in consonance with AIA’s brand promise of “Healthier, Longer, Better Lives.” He elaborated that “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. Our call to action, #OneMoreHour, will show people how they can take steps to change their behavior to get more and better quality sleep.”

One can access AIA’s sleep content hub http://bit.ly/AIAonemorehour for more information, insights and tips on better sleeping habit. The portal includes video content from AIA’s Global Ambassador, David Beckham, as well as from the Company’s other partners such as Tottenham Hotspur Football Club and leading Chef, Jeremy Pang. Professor Michael Chee’s insightful article reminds us why it is pertinent to invest in a good night’s sleep and what sleep deprivation is doing to our bodies and minds in the long run

AIA has also introduced updates to its app AIA Vitality, to help motivate people assess and track their snooze time through sleep tracking tools and also be eligible for sleep-based rewards.

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