Working to a brief

I am creating a campaign to raise the importance of getting the right amount of sleep. I have targeted an audience of 30+ and have done some primary research to try and find out some of the reasons to why they are lacking sleep. First of all I found out what their average amount of sleep was, and considering the reccomended amount of sleep is 8 cover the night, our audience is bellow average with most of my answers being in the 5-7 category. The reason why was quite clear, is all down to stress over money and having kids. Asking about exercise gave a scattered set of answers so this will not be an area I will be looking to build on in the campaign. From my research I have concluded that my average person would be a man in the over 50 category. In order to reach my target audience, I will look at creating an advert to go on the radio for the audience to listen to on the way to work. This will be effective because it will mean quite a lot of people will be reached and if the advert was on a national commercial station like Heart, then there would be a much wider reach. Heart is targeted to my audience because of the music they use on the station and the format of the show with opporunities to win cash prizes and holidays abroad.