Dreams, the UK’s most loved bed retailer, is funding the first-ever extended opening hours of Mind’s Infoline, giving people access to mental health information and support 24 hours a day over World Mental Health Day weekend. The initiative forms part of Dreams’ three-year charity partnership with Mind and SAMH (Scottish Action for Mental Health).
Mental health problems don’t keep to a schedule, and for the first time, Mind’s Infoline will remain open continuously from 6pm on Friday 9 October until 9am on Monday 12 October, with the extended hours funded by Dreams.
The Infoline already supports around 100,000 people every year, providing vital information on mental health problems, where to get help, treatment options and people’s rights when accessing support. Over World Mental Health Day weekend, people will be able to speak to Mind’s trained advisors whether it is 2am or 2pm.
Alongside funding the extended Infoline hours, Dreams will donate £5 from every purchase made between 9 and 12 October to Mind and SAMH, across both its stores and online.
Dreams will also bring the conversation around sleep and mental health to The Cube at Battersea Power Station, with a public pop-up designed to explore some of the worries and pressures keeping people awake at night.
Live on Saturday 10th October (World Mental Health Day) from 10am-8pm, the activation will feature a bedroom installation bringing to life key messages from Dreams and Mind, alongside a digital projection exploring what keeps people up at night, based on new research commissioned by Dreams. Wellness expert Emma Mills will be available throughout the activation, offering mini drop-in sessions where visitors can explore mindfulness, journaling and meditation techniques, while Dreams’ trained Mental Health First Aiders will be on hand for anyone who would like to talk, offering support and signposting visitors to relevant resources and services.
Siobhan King, chief marketing officer at Dreams, said: “Helping people sleep better is what we’re all about at Dreams, and we know how closely connected sleep and mental health are. For a lot of people, it’s at nighttime when worries feel their loudest and it can be hardest to switch off.
That’s why I’m really proud that Dreams is funding extended opening hours for Mind’s Infoline over the World Mental Health Day weekend.
Together with our £5 donation from every purchase and our Battersea Power Station installation, we want to use World Mental Health Day to encourage people to open up and have more open conversations about mental health, all while raising funds for Mind and SAMH.”
Neeleema Boodhram, helplines manager at Mind, said: “Through our services we know that mental health problems don’t keep to a schedule, and neither do the worries, questions and challenges that can come with them. Dream’s funding to keep Mind’s Infoline open throughout the World Mental Health Day weekend will make a real difference to those that reach out to us for support. This weekend, our trusted information and support will be available whenever they need it, day or night.”.”
