Rebranding sleep apnoea

Obstructive sleep apnoea is a condition where a person’s breathing stops and starts repeatedly while they sleep, possibly over 30 times an hour, leaving them exhausted on waking. It affects millions around the world and can lead to serious health problems if left untreated. Patients are often given a CPAP (continuous positive airway pressure) breathing device to keep air flowing into their lungs through the night. But the mask that covers the face can look and feel a bit strange. And there is stigma too because although anyone can be affected by sleep apnoea, this is not the public perception. Enter, the ‘CPAP Baddies’, an informal online community who are on a social media mission to fight misconceptions around the condition and re-brand life with a CPAP machine.