The Beautyrest brand ended 2017 with the completion of two separate philanthropy projects focused on children: the Dream Differently Project and Bedstock. Both projects provided heartwarming opportunities for the brand to support truly worthwhile organizations.
The Dream Differently Project
December marked the conclusion of a year-long initiative in support of the Dream Differently Project, a partnership among Serta Simmons Bedding (SSB); Camp Southern Ground, the nonprofit passion project of multi-platinum GRAMMY award-winning artist Zac Brown; and the Atlanta-based nonprofit organization Beds 4 Kids, which provides beds to kids and teens in need in the greater Atlanta area, east Tennessee and Birmingham, Ala. The Dream Differently Project is a commitment to the Atlanta community, started in hopes of inspiring children to dream differently in a space they can call their own.
Over the course of 2017, the Dream Differently Project oversaw the donation and distribution of 200 Beautyrest twin mattress sets to children in need. Additional partners, including Hollander and Havertys, donated frames, linens and pillows to accompany the mattresses and foundations, so the kids each received a complete bed setup.
Volunteers from SSB, Camp Southern Ground and Beds 4 Kids joined forces at events throughout the year to distribute the mattresses and related accessories to recipients, who were encouraged to dream differently. At each event, the volunteers asked the kids about their dreams and discussed the steps they planned to take to achieve them.
“Atlanta is SSB’s hometown, and we are always looking for ways to partner with other local businesses and organizations to support the community,” said Beautyrest Vice President of Marketing Communications Michelle Montgomery. “The Dream Differently Project allowed us to have a positive impact on the sleep and daily performance of Atlanta’s children, who are the future of our community. By coming together to provide kids with a good night’s sleep, our goal is to help them ‘dream differently’ and set the stage so they can achieve those dreams.”
For the final Dream Differently Project event of 2017, the Atlanta Hawks invited 50 Dream Differently Project kids to a sleepover at Atlanta’s Philips Arena, where they would be surprised with their new beds. While an unexpected snowstorm led to the same-day cancellation of the event, the kids all received their beds later that weekend, complete with Atlanta Hawks-branded bedding.
The Beautyrest brand is also proud to have been the official mattress sponsor for Bedstock 2017, an online music festival that began on Giving Tuesday, November 28, and ran throughout the holiday season. During Bedstock, music artists perform from bed as a show of solidarity with sick kids and teens spending the holidays in their hospital beds. The festival raises funds and awareness for MyMusicRx,
Children’s Cancer Association’s flagship program that delivers the healing power of music to kids across the country who are facing cancer and other serious illnesses.
One hundred thirty-five artists performed for Bedstock 2017, including Ed Sheeran, Nick Jonas and Ringo Starr, and the program achieved more than 233 million impressions across various media outlets and social media channels. In support of Bedstock, Beautyrest set up beds in four key Gibson showrooms across the country for music artists and fans to record their own songs, and the brand promoted the program on its social channels.
“We are thrilled to welcome Beautyrest as our newest Bedstock sponsor,” said Children’s Cancer Association Vice President of Brand Abby Guyer. “The brand’s support of the program was essential to making Bedstock 2017 our most successful event to date. In addition to having more artists participate this year than in our past three years combined, we also raised 200 percent more in donations for MyMusicRx than in 2016. It was an incredible event, and we are thankful for the Beautyrest brand’s support.”
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