Working with charity Buttle UK’s Chances for Children initiative, the Beds for Kids campaign aims to provide more youngsters with a good night’s sleep. Currently the charity estimates that over 400,000 children in the UK do not have access to a fit and proper bed.
To enable Chances for Children to reach more kids than ever before, for every bed purchased at Dreams, they will donate one to the charity.
To help grow awareness of the campaign, The Sun has produced an illustrated children’s storybook called ‘That’s no place to sleep’, revolving around Sleepy Simon’s quest to find a bed. The storybook will be available to buy from May 14 in over 190 Dreams Beds stores, with all proceeds going to charity.
The Sun has also created a video version of the book, narrated by famous faces, including Davina McCall and Alex Jones. With the celebrities each reading a verse from the story, it will be free for audiences to watch from May 5.
Audiences can also donate directly to the charity through The Beds for Kids BT MyDonate pages. Sun Savers can donate using their online Savers wallets.
The Sun will promote the campaign – and the charitable work being carried out by Buttle UK – with coverage in the newspaper from May 5, including double-page spreads in both the Saturday and Sunday editions. The campaign will also enjoy a standout presence on the Sun’s website.
Gerri McAndrew OBE, CEO of Buttle UK, said: “It is shocking that so many children in twenty-first century Britain do not have the basics that we all take for granted, like a bed of their own.
“We are thrilled that The Sun and Dreams have come together to help support more children who don’t have a proper bed. We hope the British public get behind the Beds for Kids campaign so that we can get more beds out to the children that really need them,” McAndrew added.
Kate Bird, Chief Marketing Officer at The Sun, said: “The Sun is delighted to be backing Beds for Kids by partnering with Buttle UK and Dreams to raise awareness and funds. With the help of The Sun’s combined audience of 33 million readers and the wider public, together we can help reverse this downwards trend.”
Lisa Bond, Chief Marketing Officer at Dreams, commented: “As experts in sleep, we know just how important a good night’s rest is, especially for a child’s physical and educational development. That’s why we are proud to be working in partnership with the Sun and Buttle UK to play our part in raising awareness of this serious issue.”