This campaign speaks directly to the frustration, isolation and suffering of someone who can't go to sleep. This solution occurred to me while looking at bedtime stories in a children's book store. The details of the drug are pretty dry–it targets a neurotransmitter, etc, etc, etc–but the graphic solution immediately speaks to the problem. We would have used illustrations very close to this style.
In the TV, Louis Armstrong croons "Good night, sleep tight," as all the world world sleeps, except for the tortured woman.