Chances for Children - Beds for Kids Campaign

  • John Aitchison

More than 400,000 children across the UK don't have a bed to call their own. The Sun and Dreams Beds teamed together to help the charity Buttle UK provide several thousand beds to kids in need of one. Originally briefed to create a traditional advertising campaign partnership for both The Sun and Dreams, I realised there was an opportunity to create an additional revenue stream. Inspired by the birth of my son I created Sleepy Simon, the key character in my book That's No Place to Sleep. With a little help from some familiar faces we generated 4M impressions online and sold 10,000 copies of the book. This allowed Buttle UK to smash the target of providing 3,000 beds by providing 4,500.