Philips 2010 Annual Report Download - page 25

3 Our strategy in action 3.3 - 3.3
Annual Report 2010 25
an alarm clock, which sometimes causes what we call
sleep inertia, which quite literally means difficulty in
getting going because your body still thinks it is sleeping
time.”
High expectations fulfilled
Before the experiment, three quarters of the volunteer
subjects (72%) said that they found it difficult to get out of
bed during the winter darkness. Some 65% also said that
their energy levels are lower during this season.
Adams continues, “Light is essential to our well-being as
humans, and with the absence of natural sunlight on
winter mornings, it can be challenging to wake up to a
normal schedule and feel alert, in a good mood and ready
for the tasks of the day ahead. The residents of
Longyearbyen were acutely aware of the challenges
darkness poses to waking up in the morning, which made
them perfect candidates to trial the Wake-up Light.”
At the end of the six-week trial – the world’s largest light
therapy field experiment – 87% of respondents found that
they awake feeling more refreshed, alert and ready for the
day. One resident even said that the Wake-up Light made
her feel as though actual sunlight came into her bedroom
each morning – exactly what she needed during the
season of perpetual darkness. 86% confirmed the Wake-
up Light’s positive impact on their mood. And the vast
majority (98%) stated that they will continue to use the
Wake-up Light in preference to their previous method of
waking up.
The project volunteers used Wake-up Light model HF3470, which
combines advanced ‘sun rising simulation’ light technology with new,
personalized sound options.
Svalbard calling the world
Designed to raise awareness of the potential of light
therapy, the Wake up the town experience wasn’t just
limited to those living in Longyearbyen. The residents
were able to share their experiences with consumers
worldwide via Facebook and the campaign website
www.philips.com/wakeup, which also features a
documentary by award-winning film maker Doug Pray.
“Earlier I used to snooze for at least 30 minutes before I dragged myself
out of bed, now I am actually awake when I wake up.”