AXA’s objective was to raise awareness of sleep’s importance and encourage healthier nighttime habits among football fans, reinforcing its commitment to healthier, more resilient lives. Sleep deprivation is a growing public health issue, partly driven by doomscrolling: endlessly consuming social content before bed. A few minutes of entertainment can become hours of lost sleep. As Liverpool FC’s official Global Training Partner, AXA could address this issue through a community that values performance. Fans admire elite athletes on the pitch but often overlook that performance starts with quality sleep. Rather than simply saying sleep matters, AXA reached them when they were choosing to stay awake. Bedtime Stories reimagined the traditional bedtime story for the social media age. Its name references stories used to help people fall asleep, while turning Liverpool FC players, including Mohamed Salah, into unexpected ambassadors for healthy sleep habits. By placing sleep at the heart of football performance, the campaign made bedtime the first step towards achieving any goal. The campaign used two formats. - First, a hero film borrowed the visual language of pre-match preparation, showing Liverpool FC men’s and women’s players apparently preparing for a major game. The final reveal showed they were getting ready for bed, proving that every great challenge starts the night before with a good night’s sleep. - Second, short social-first Bedtime Stories intercepted doomscrolling between football highlight stories. Running from 10pm to 2am, they reached fans while scrolling. Liverpool FC players, already tucked into bed, encouraged them to put down their phones and sleep. Practical tips inspired by the players’ evening routines also helped audiences enjoy a restful bedtime. By intervening within the scrolling experience, Bedtime Stories turned social media from a source of sleep deprivation into a sleep-awareness tool. The medium became part of the message: instead of fighting doomscrolling from the outside, AXA intercepted it from within, helping fans rethink sleep exactly when they needed it most. Results: Total impressions : 10.36M impressions on target Total video views : 4M The View Through Rate increased by 9.12 percentage points from Phase 1 to RTG phase. Liverpool FC fans gave the campaign a likeability score of 8.7 above LFC partner average score.