Sleep tech firm Simba highlights Britain's hidden child bed poverty crisis with AI generated short film

A snapshot of Britain’s hidden child bed poverty crisis has been brought to life in a new AI generated video - laying bare the bleak reality facing millions of children growing up without a bed of their own.

The short film has been released by sleep technology firm Simba following new research that reveals more than one in ten children in the UK now live in bed poverty; a situation caused by a lack of proper bedding, shared sleeping spaces or overcrowded homes.

Titled No Room for Rest, the short film uses immersive, generative AI to visualise the invisible effects of child bed poverty - confronting viewers with the harsh physical and emotional toll of sleep deprivation over 24 hours.

The film follows a day in the life of a young child struggling through school, battling extreme tiredness and feeling isolated from the world around them - all because they don't have a proper bed at home.

19% of low income adults in the UK say they’ve experienced bed poverty, rising to 28% in London. Bed poverty rates have also surged across several regions since 2023, up from 10% to 16% in East Anglia, 20% to 24% in the North West, and 14% to 18% in Yorkshire.

The study also found that a third of low income parents now share a bed with their child. Among single parents, that number has nearly doubled in two years, rising from 16% in 2023 to 28% in 2025.

Just 13% of low income parents have seen bed poverty acknowledged in the media or by public figures.

“No child should have to start their day already exhausted because they don’t have a comfortable, proper place to sleep,” says Steve Reid, CEO at Simba. “We believe every child deserves the right to a good night’s sleep, and it is our mission to ensure everyone has access to better sleep through Dreamspace, a nationwide initiative that will deliver complete bed bundles - including a bed, mattress, duvet, pillow and protector  - to 1,000 children and families referred through charities and social services, including Barnardo’s and Buttle UK”.

The research shows that one in ten parents believe poor sleep is affecting their child’s mental health, while others (9%) say their children struggle to concentrate in class.

Barnardo’s Chief Executive Lynn Perry says: “Bed poverty is just one aspect of child poverty - and yet it starkly illustrates the challenges facing families across the UK. Many are having to prioritise essentials such as food, heating and electricity over things like replacing mouldy bedding or fixing rotten or broken beds. Sleeping on the floor, or in a mouldy mattress, affects a child’s physical and mental health, with an impact on their life long into adulthood”

Joseph Howes, CEO at Buttle UK, says: " When children can’t sleep comfortably, it affects every area of their life. Tonight, children across the UK will be sleeping on floors, airbeds, sofas and bed sharing beyond an age that is dignified or suitable. Sleep is crucial for a child’s development, behaviour and emotional resilience,” says Reid. “When it’s disrupted, the impact can last a lifetime.”

Simba customers are able to donate and support the aforementioned campaign at checkout.

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