Sponsorship case study: Bright Horizons
Published: 26 Apr 2023

We’re beyond delighted to have Bright Horizons on board as the sponsor for this year’s National Work Life Week. Working Families and Bright Horizon share a long history of partnership working. Born out of a shared ambition to achieve the best outcomes for families and employers, we have worked together on research projects and guidance for employers since 2015. Bright Horizon’s work centres on enabling parents and employers to reach work/life solutions that work for everyone. Their awareness of the fluidity of life and the need to be flexible to adapt to different life stages make them the perfect fit for National Work Life Week. We sat down with them to discuss their motivations for sponsoring this event, and working with Working Families.
We’re thrilled you’ve chosen to be a sponsor again this year. Why did you choose National Work Life Week (NWLW) 2023?
NWLW is a well-respected and key campaign focused on encouraging employers and employees to talk about work-life issues, wellbeing, positive mental health and the role that employers play in supporting their people to thrive. At Bright Horizons, our aim in partnering with employers is to make the combination of work+family a positive experience for everyone so NWLW intersects very strongly with this. We believe families are defined in different ways for different people – and at different times of life – and therefore support needs to be flexible and relevant to all life stages, to encompass the changing needs and requirements of today’s workforce. Our work is focused on enabling employers to provide a supportive and inclusive employee experience, which our research indicates has a huge impact on wellbeing and productivity.
This isn’t the first time you’ve sponsored a Working Families event, what initially made you want to be a sponsor and why did you decide to continue?
We have had a strong partnership with Working Families for many years and have often collaborated on events, research and other initiatives given our mutual interest in empowering employers and employees in combining great careers with fulfilling family lives. Our sponsorship last year was the Best Practice Awards, a wonderful celebration of leading-edge practice by employers who see the business case for flexibility and family support, both in terms of talent attraction, engagement, and retention. The awards lead the way in showing what it means to be a good employer in today’s labour market, given that there are different expectations about the ways that work and life fit together.
What benefits does sponsorship give you, beyond what a Working Families membership can give?
Sponsoring NWLW means we can influence and help shape the programme, including the research and events. It is a clear demonstration of how our values align with Working Families and underlines our mutual commitment to transforming workplace cultures and support in ways that enhance employee experience as well as organisational performance.
Further, in addition to the pleasure of collaborating closely with the highly professional and friendly Working Families team, it also means our internal teams experience a shared excitement about the upcoming event or week and it creates a strong focus for our own brilliant people to apply their creativity and commitment to making it a success.
What appeals to you about working with Working Families?
We appreciate the values and the long-established track record of Working Families. The team we engage with on sponsorship always takes a fair and open approach, making it a very collaborative relationship which is encouraging to be part of. We also appreciate the charitable work carried out by Working Families and it is inspiring to work alongside that positive difference.
How does sponsorship help you meet your business objectives?
The NWLW and Best Practice events that we have partnered play an important role in maintaining the profile of Bright Horizons. We work with over 1,300 employers globally and over 400 in the UK. We have been supporting the evolving needs of employers and families for over 30 years, so we have a very strong reputation. However, in a world of soundbites and quick decision-making, even leading influencers need to stay visible and be present in the places where the most relevant discussions are taking place. Working Families events provide a relevant and highly credible platform for Bright Horizons solutions. The speaking opportunities that sponsorship provides amplify the voice of Bright Horizons and means we can share critical insight from our own in-depth research with a wider audience.