A month-long consumer marketing campaign will look to boost the bed market with Sleeptember next month.
The Sleep Charity and Bed Advice UK, the consumer-facing arm of the National Bed Federation, aim to spread the message that ‘Better sleep starts with a good bed’ during the month.
Retailers can sign up for a free Sleeptember supporters pack, featuring downloadable assets, campaign messaging, social media content and digital tools to help amplify the campaign from The Sleep Charity’s website.
At the heart of the campaign is a 30-Day Sleep Challenge designed to encourage consumers to make small, daily changes to improve their sleep hygiene. A fun Bed Head Fundraiser will run on social media, calling on supporters to raise money for The Sleep Charity by showing off their wildest morning hair.
Throughout the month, a series of free weekly webinars will offer insights and education for both consumers and the bed trade. The programme will launch with a live panel discussion on 3 September at 12.30pm, featuring representatives from Harrison Spinks, Prestige Beds, The Sleep Charity, and NBF, who will explore the evolving role of the bed industry in promoting better sleep.
Subsequent weekly sessions (all at 12.30pm) will cover: How to Choose the Right Bed (10 September); Creating the Perfect Sleep Environment (17 September) and Selling Sleep: A Retailer’s Guide to Better Bed Sales (24 September).
‘Sleeptember is about more than just promoting sleep: it’s about creating lasting change in people’s attitudes and behaviours around sleep. With Bed Advice UK’s support, and the reach of the bed industry, we have a fantastic opportunity to get people thinking about how essential the right bed is to a good night’s sleep,’ says Lisa Artis, The Sleep Charity deputy ceo.
‘We’re proud to back this important initiative. Sleep is the foundation of wellbeing, and a comfortable and supportive bed is the foundation of good sleep. This campaign is a win-win for the industry – not only does it serve a public good, but it also helps drive awareness of the value of investing in your bed and making informed buying decisions,’ says Tristine Hargreaves, NBF executive director.
