Case study
DELIVERING A ‘ HELPER ’ S HIGH ’ AND COMMUNITY CHANGE
We examine how agency BI WORLDWIDE has been helping employee benefits provider Unum UK drive community change through their incentives programmes
B
I WORLDWIDE ( BIW ) agency has been partnering with Unum UK to embed meaningful Corporate Social Responsibility ( CSR ) activities into the employee benefit provider ’ s annual sales conferences for over 15 years . Their latest initiative in St Lucia revitalised a primary school , showcasing how thoughtful event design can inspire delegates and transform lives .
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 also in the wider community .
Where it all began Each year , Unum UK ’ s sales conferences don ’ t just bring their top performers together to celebrate achievements , they make giving back the centrepiece of the experience . From refurbishing schools in St Lucia to supporting children ’ s literacy programmes in Arizona , these events have consistently demonstrated the power of marrying business values with community impact .
These special conferences for Unum started in 2007 with an event in Zambia and Botswana where delegates joined forces to renovate a school and build goat enclosures , redirecting budgets typically spent on room gifts to fund local initiatives .
Not only were delegates moved , but the experience also sparked a deeper engagement with Unum ’ s mission to help people when they need it most . Since then , CSR has become a cornerstone of the annual event , shaping everything from destination choice to programme design .
Highlights from Unum ’ s CSR journey include : 2013 , San Francisco : Packaging food parcels for the homeless . 2015 , Cape Town : Refurbishing a hospice attached to a children ’ s home . 2017 , India : Providing school supplies and sharing a cricket match with local pupils . 2024 , St Lucia : Revamping a primary school to create a more inspiring learning environment . Each project has been an immersive , hands-on experience fostering real connections . Delegates don ’ t just
Above : BIW making a difference with Unum UK in Mexico donate , but get to meet the communities they ’ re helping , creating powerful emotional bonds .
For instance , the 2019 project in Mexico supported a local workshop for families living in poverty , delivering over 2,000 healthy breakfasts to schoolchildren and kickstarting micro-entrepreneurship initiatives .
Glenn Thompson , chief distribution officer at Unum UK , says : “ Including CSR events at our annual sales conferences gives us the opportunity to nurture this special culture – supporting communities whilst developing team spirit and ultimately driving success .”
The Blueprint for meaningful conferences and events Acts of giving trigger the brain ’ s reward system , flooding us with serotonin , dopamine , and endorphins – a phenomenon often called the ‘ helper ’ s high .’ This sense of wellbeing fuels individual motivation but creates a ripple effect , inspiring others to act . And more motivated employees mean better business results .
But creating an event that triggers ‘ helper ’ s high ’ among employees starts with intention . To drive real community change , events must have purpose , and projects must authentically resonate with local communities . It ’ s important also to collect feedback to understand the long-term benefits of your efforts .
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