This is more than Childcare

This is Childhood

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Watch our full campaign film

When did what we do somehow get labelled as ‘childcare’? Of course, looking after your child is our first priority; but to us, that’s also just the very beginning.

Our nurseries are extraordinary, thriving, happy, special places. They’re places where children are part of a bigger family. Building friendships, playing and learning essential skills that will last a lifetime, supported every moment by our skilled and loving early years experts.

Nursery is where you learn to make friends. Where you squabble with them over a toy – but with help from your key person, find a way to say sorry. Where you find the things you love to do, and where your peers and grown-ups celebrate what makes you special.

Where your parents and the other grown-ups talk to each other and work every day, making sure you’re not just OK – but really, really happy – even if sometimes your friend Jack bagsies your favourite digger.

This is more than Childcare. This is Childhood.

Welcome to Bright Horizons

Working with the amazing team at Life Story we developed our ‘This is Childhood’ campaign to showcase the dedication, commitment, and impact of our incredible early childhood practitioners. All the images and footage within this campaign feature real families and real teams in their own setting, capturing some of the everyday wonderful moments that our Bright Horizons families experience.

Chris Styles, Strategy Director at Life Story says, “The more we spoke with Bright Horizons practitioners and visited their settings, the more we realised that what they do goes beyond a narrow definition of ‘childcare’. This is Childhood not only captures the holistic nature of their approach, but also serves as a three-word manifesto for the kind of experience they believe every child and parent should have. We couldn’t be prouder to have developed the concept with them.”

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Take a look at what happened behind the scenes

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