Chances for Children

Beds for Kids

The Situation

400,000 children in the UK don’t have a proper bed to sleep in and if children can’t get a good night's sleep, their health, education and future can suffer. The Sun wanted to help tackle this and teamed up with Dreams Beds to donate one bed for every bed bought in store with the Chances for Children, Beds for Kids campaign. We aimed to provide 3,000 beds for some of the UK’s most vulnerable children over the course of the campaign running in May 2018.

What we did

Children's storybook

To help grow awareness of the campaign, we 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 was sold for £3.99 in 190 Dreams Beds stores and online, with all proceeds going to charity.

Celebrity endorsement

We also created a video version of the book narrated by famous faces included Davina McCall, Eamonn Holmes and Alex Jones. With the celebrities reading a verse from the story and being shared across The Sun’s social channels.

Raising money

Through the storybook we were able to collect additional donations for Chances for Children to go towards providing even more beds for the vulnerable. We also opened this up to our Sun Savers audience to donate directly to the charity using their Savers wallets.

The Results

27,000 UVs of the content video
3,000 new beds given to the UK’s most vulnerable children
Over £10,000 raised for Chances for Children by Sun Savers members alone