Sustained inspiration; over 15 years of Unum UK giving back to local communities

A key objective of events is inspiration, something that runs through BI WORLDWIDE’s DNA. Research shows that when people experience positive emotion, we become more inclined to repeat behaviours to reactivate those positive feelings. 

And it’s proven that when we do good, we feel good. The act of giving is known to activate the reward centre in our brains, releasing a cocktail of serotonin, dopamine and endorphins, sometimes referred to as the ‘helpers high’, making Corporate Social Responsibility (CSR) activities a perfect component for any event programme designed to inspire.  

Through our long-lasting relationship with Unum UK, BI WORLDWIDE has seen first-hand the positive impact a CSR activity in their event programme has had on delegates. But, more importantly, by having a focus on this component of its events over the last 15+ years, the far-reaching impact the Unum UK sales conference has had on local communities across the world is a clear demonstration of how events can inspire and drive measurable results, not only within the business but in the wider community too.  

How it began 

Unum UK is proud to be a values-driven, purpose-led organisation. Being a socially responsible and sustainable business is at the heart of its “We are Unum” values. 

Through its ongoing commitment to CSR, Unum UK has a longstanding history of giving back to those most in need within its communities, demonstrated in part through the long partnership BI WORLDWIDE has had with them designing and delivering their annual sales conference.  

The sales conference is an opportunity to recognise and reward top performers within its sales team, and BI WORLDWIDE has been trusted to design and deliver this event since 2005.  

In 2007, whilst designing a programme for Zambia and Botswana, an opportunity was identified to feature a CSR activity in a local village that involved renovating part of the school, providing goat enclosures, and engaging with the village children in a football match. Instead of room gifts for each delegate, that budget was redirected to the local community to enhance the contributions made during the activity. This element of the sales conference was so well received by the delegates that it’s since become a staple part of the annual event programme, to the point of becoming a deciding factor in destination selection and event programme design.  

What have we learnt?

Through this partnership, BI WORLDWIDE and Unum UK have developed a strong understanding of how to effectively integrate CSR into an event programme to deliver maximum impact for the delegates, business, and local communities.  

Humans at their core are social creatures and, through the CSR projects, being able to meet those in the community they’re helping increases the emotional experience delegates have to the activity, creating long-lasting memories for all involved. 

Don’t take our word for it, here’s what some of the event delegates have said:  

• “Really like the legacy we leave in CSR, so this year, knowing the kids will have breakfast cooked every day in the Unum oven, is such a nice thought!” 
  
  
• “Going to the local school and spending time with the children will be a memory I'll never forget and made me think we need to do more of this as an organisation and as an individual.” 
  
  
• “The children singing and their enthusiasm for cricket was inspiring, and it felt great to see how much we can achieve with a group of this size for a school with few funds for education.” 
  
  
• “I thought the CSR was an amazing opportunity to help Rosie and her team, and got to see how life is in the orphanage and hospice.” 
  
  
• ‘The whole day was so rewarding, and I really believe it made a positive impact on the community.’ 
  
  

The impact

It’s important at BI WORLDWIDE that we measure the impact of a programme. As well as proactively seeking delegate feedback, we want to ensure our CSR activity is contributing positively to the local community and meeting its wider objectives. That’s why we always request impact statements from the organisers to monitor the short- and long-term impact of our contributions, like the following from our project in Mexico.