Dreams funds a 24 hour Mind Infoline over World Mental Health Day weekend with a sleep pop-up at Battersea Power Station

Key Takeaways

• Bed retailer Dreams is funding the first ever extended opening of Mind's Infoline, keeping it open continuously from 6pm on Friday 9 October to 9am on Monday 12 October 2026.

• The extended hours cover World Mental Health Day weekend and form part of a three-year partnership between Dreams, Mind and SAMH (Scottish Action for Mental Health).

• Dreams is donating £5 from every purchase made in store and online between 9 and 12 October to Mind and SAMH.

• A sleep and mental health pop-up runs at The Cube at Battersea Power Station on Saturday 10 October from 10am to 8pm.

The hours between going to bed and actually falling asleep are when plenty of people find their worries at their loudest, which is exactly when most support services have closed for the night. Dreams has decided to do something about that for one weekend, funding Mind's Infoline to stay open around the clock over World Mental Health Day for the first time in the service's history.

The bed retailer is paying for the mental health charity's information line to run continuously from Friday evening until Monday morning, giving people access to mental health information and advice 24 hours a day across the weekend. Alongside the extended hours, Dreams is donating money from every sale over the same four days and taking over a space at Battersea Power Station with a pop-up dedicated to the things that keep people awake at night.

Dreams keeps Mind's Infoline open from 9 to 12 October and runs a sleep pop-up at The Cube, Battersea Power Station

Mind's Infoline already supports around 100,000 people a year, offering information on mental health problems, where to get help, treatment options and people's rights when they access support. The service has never had extended opening hours before, but thanks to Dreams it opens at 6pm on Friday 9 October and stays open without a break until 9am on Monday 12 October, so anyone calling on Saturday night or in the early hours of Sunday will reach someone.

Neeleema Boodhram, helplines manager at Mind, explained the thinking. "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," she said, adding that over the weekend the charity's "trusted information and support will be available whenever they need it, day or night."

The physical side of the campaign takes place on Saturday 10 October, World Mental Health Day itself, at The Cube at Battersea Power Station. Between 10am and 8pm visitors can walk through a bedroom installation carrying key messages from Dreams and Mind, and watch a digital projection exploring what keeps people up at night, drawn from new research commissioned by Dreams. Wellness expert Emma Mills is running mini drop-in sessions on mindfulness, journaling and meditation, while Dreams' own trained Mental Health First Aiders will be on hand for anyone who wants to talk, offering support and signposting visitors to relevant resources and services.

The fundraising element runs across the whole weekend. Dreams will donate £5 from every purchase made between 9 and 12 October, both in its stores and online, with the money going to Mind and SAMH.

Dreams' Infoline funding is part of a three-year partnership with Mind and SAMH built around sleep and mental health

The Infoline sponsorship sits within a three-year charity partnership that Dreams has formed with Mind and SAMH, the Scottish Action for Mental Health charity, which means the weekend is one visible moment in a longer commitment. For a retailer whose business is beds and mattresses, the link to mental health runs through sleep, and Dreams has built the activity around that connection instead of treating the partnership as a separate corporate giving exercise.

Siobhan King, chief marketing officer at Dreams, made that point directly. "Helping people sleep better is what we're all about at Dreams," she said, noting that "we know how closely connected sleep and mental health are" and that night time is often when it "can be hardest to switch off." She added that she is "really proud that Dreams is funding extended opening hours for Mind's Infoline."

The approach also shapes how the brand appears in the activity. Dreams pays for the service and commissions the research behind the projection, but the support itself comes from Mind's helpline team and from trained first aiders, and the pop-up is framed around worries and wellbeing instead of products. Anyone working on a brand partnership in this space will recognise the balance involved, which we explored in our guide on how to navigate the ethical challenges of storytelling in health PR, where accuracy and the involvement of qualified experts matter as much as emotional impact.

SOURCES

[1] Retail Gazette

[2] Retail Times