Dreams is launching a product-led promotion to raise money needed to support people who do not have a safe and secure place to sleep.
The campaign, to "Help make a safe night’s sleep a reality”, is part of Dreams’ new three-year partnership with housing and homelessness charity, Shelter.
Dreams will pay £5 to Shelter for every transaction made both online and in-store, from 7-11th April. This promotion applies to purchases of any value, and encompasses the peak Easter bank holiday trading window.
The money raised will be used to fund Shelter’s emergency helpline, which receives nearly a thousand calls each day from people experiencing or at risk of some form of homelessness.
The Easter activity will contribute to the £150,000 fundraising target Dreams has committed to meeting over the course of the partnership. Dreams is running a full campaign, including radio activity in the form of a bespoke public radio advert, in-store TV-bed end frames and social posts.
In addition, throughout April, Dreams staff across retail, factory, distribution, and head office (known as Bedquarters), will team up to take on challenges to raise money and awareness of the 393 households made homeless every day across England.
Jonathan Hirst, Dreams’ CEO, says: “Our partnership with Shelter is driven by the belief that everyone should have a safe home with a bed to call their own. Traditionally Easter is a busy trading period for us, so we wanted to channel that footfall and shopping as a force for good. Through this activity, customers who choose to buy from us over the bank holiday are getting the quality products and service they know and love from Dreams, and helping to make a safe night's sleep a reality.”