Dreams funded the first ever 24-hour opening of Mind’s Infoline for World Mental Health Day and brought the conversation around sleep and mental health to The Cube at Battersea Power Station.
The interactive activation on The Cube @ Battersea Power Station was live on World Mental Health Day, and featured a bedroom installation alongside a digital projection, highlighting the thoughts that keep us up at night.
As part of a wider initiative between Dreams, Mind, and SAMH, the pop-up highlighted new research commissioned by Dreams, exploring the link between quality sleep and improved mental health. Sleep and wellness experts were available throughout the activation, with audiences able to pick up personalised mindfulness journals, weighted blankets and meditation techniques.
- 2,340 playouts on The Cube, with over 57,000 impacts. (Route, 2026)
- 200 personalised positive mindfulness journals were given out, with each recipient engaging in an impactful conversation around mental health and offered a mindfulness workshop.
- 500 information packs given out, which included sleep check ins and signposting to the Mind Infoline.
“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.
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.”
Siobhan king, Chief Marketing Officer at Dreams
- Date October 2026
- Formats Large format digital
- Target audience Ages 20-60 male and female
