Highgrove Beds is giving one lucky winner the chance to win a full bed set worth over £1,200 as part of its new 'Restminster' campaign, which encourages Brits to prioritise sleep.
The Yorkshire bedmaker's campaign - a playful twist on 'Westminster' - aims to put sleep higher up the national agenda and challenge the idea that running on empty is something to be proud of.
Public concern over sleep-deprived leaders
New research from Highgrove Beds found 79% of Brits wouldn't feel confident in the judgement of a sleep-deprived Prime Minister or politician, while almost three quarters have experienced a negative consequence of tiredness or sleep deprivation themselves in the last year.
That includes forgetting something important, starting an argument, making a mistake at work or even making a bad financial decision.
Expert backs the importance of rest
Sleep doctor Dr Alanna Hare, who has partnered with Highgrove Beds for the campaign, said: "Sleep is not simply a period of rest. It plays an important role in cognitive function, emotional regulation and our ability to make decisions effectively."
"When we are sleep deprived, attention, concentration, reaction time and judgement can all be affected. Research consistently shows that sufficient, good-quality sleep supports better cognitive performance, safer decision-making and improved emotional resilience."
What the winner receives
The prize includes a Highgrove Beds Elements Bed set, comprising mattress, divan base and headboard, plus a Highgrove Bolster. The winner can choose between a double or king-size bed, in a medium or firm comfort level.
The Elements mattress blends responsive springs with pressure-relieving comfort layers, while cooling, antibacterial fabric helps keep the sleeping environment fresh. Full head-to-toe support, enhanced edge support and technology designed to minimise partner disturbance all contribute to a more comfortable night's sleep.
The competition closes on 29th November.
