Friday, October 10, 2025

“End Nighttime Overthinking” – KKH uses artificial intelligence to give sleepless nights a voice

More and more people in Germany are struggling to fall asleep. According to data from the KKH Kaufmännische Krankenkasse, the number of psychologically induced sleep disorders rose by 73.5 percent between 2014 and 2024. While social media trends like “Sleepmaxxing” promote the pursuit of better rest, the real issue often goes unspoken: nighttime overthinking – when thoughts race even though the body craves rest.

This is exactly where KKH’s new campaign “End Nighttime Overthinking” comes in. It captures the feeling of sleeplessness – and does so in an innovative way: for the first time, KKH uses AI-generated assets to visualize the endless stream of thoughts that keep people awake.

“With our ‘Nighttime Overthinking’ campaign, we’re showing situations that play out in countless bedrooms across Germany,” says René Tellers, KKH Campaign Manager. “Using AI gives us a completely new perspective on a familiar problem and shows how innovative technologies can enhance health communication.”

AI campaign that hits home

Diagnoses of psychological sleep disorders rose by around nine percent between 2023 and 2024 alone – a clear warning signal. KKH is responding with a fresh communication approach: AI-generated visuals, memes, and CTV spots that capture the reality of sleepless nights.
The campaign is scheduled to run mainly during evening and nighttime hours, reaching people exactly when they are awake and restless.

Targeting young professionals and students

The initiative primarily addresses people in education or working life who frequently suffer from overthinking at night. Alongside awareness, KKH offers direct support – from free mindfulness exercises like a guided body scan to digital sleep courses in the 7Mind app and psychological help via HelloBetter.

Creative execution with strong partners

The campaign was developed by ZANATTA.MEDIA and Achtung! Native. Together with KKH, they bring the issue of sleeplessness to life through powerful visuals and emotional storytelling.

The message is clear: Sleeplessness is nothing to hide – and if you’re awake at night, you’re not alone.