For example, I sometimes smoke "socially", sometimes up to half a pack during a night out. I never perceived it as "catastrophic", just as you say people don't perceive not sleeping enough as catastrophic. I would bet a lot of people don't feel like dying after smoking a cigarette or ten. The point is that maybe those campaigns do work, even when the issue isn't perceived as "critical" by the people. It could be launched as an education campaign, for the long haul.
Another thing which helped me a lot with sleep quality is exercise. And this is something for which there already are campaigns, at least in France, and from what I see it becomes more and more common to see people advocating for it. However, I don't see those campaigns talk about the effect of exercise on sleep.
When I started lifting some weights (nothing much, just a bunch of dumbbell exercises in my apartment) and going for short, light runs (around 30 minutes around my neighborhood) I noticed my sleep quality had improved enormously. A few weeks in, I actually started to sleep less than before. Went from around 7-8 hours and having a hard time waking up to around 6 hours and waking up refreshed and without an alarm.
So what I found out was that exercise actually turned out to be "free" from a time standpoint. But the overall levels of energy during the day went through the roof. Of course, the first two to three weeks were hard, especially waking up in the morning, but it was worth it.