Hakuhodo and TBS Co-host First After-School Program for Employees' Children, Born from Work-Life Balance Initiative "huug"
Hakuhodo and TBS jointly hosted "CREATIVE KIDS CAMP 2026," an after-school program for employees' children, stemming from Hakuhodo's work-life balance initiative "huug." The program aims to provide children with creative experiences and help them understand their parents' work.
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- 📰 Published: April 10, 2026 at 19:00
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Hakuhodo Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Kenji Nagura; hereinafter referred to as Hakuhodo), together with the UNIVERSITY of CREATIVITY (UoC), an institution established by Hakuhodo for the research, education, and implementation of creativity, held the "CREATIVE KIDS CAMP 2026," an after-school support program for employees' children, for two days on March 26-27, 2026.
This program, launched in 2024, marks its fourth session. As a new initiative this time, it took a step beyond being solely an internal program to achieve its first joint hosting with TBS Holdings Inc. (hereinafter referred to as TBS). Both companies, based in the same Akasaka area, combined their respective expertise in advertising and broadcasting with the shared desire to provide children with a more multifaceted and stimulating learning environment, leading to this collaboration.
Hakuhodo introduced a new work-life balance support initiative called "huug" (pronounced "haag") starting in fiscal year 2024. The goal is to build a foundation of security for all employees to pursue challenges and growth while expressing their creativity. The name "huug" conveys the desire to be like a "tight hug" for employees balancing work and childcare. "huug" emphasizes not just providing formal systems, but also listening to employees' true feelings. While support for infants is robust, parents with elementary school children expressed a pressing concern: "It's frustrating that during long breaks, we can't show our children what we do at work or give them special experiences." This program goes beyond mere temporary childcare support. It is designed as a place where Hakuhodo's diverse professionals act as "teachers" to deliver the best creative experiences to children. By allowing families to understand the work environment and the essence of "creativity" as a profession, and to support it, this experience, which allows parents to feel proud of their work, aims to turn anxiety into excitement and foster a company where employees want to "continue working long-term."
Children who participated commented, "I was surprised that my mom and dad's company was so cool," "I realized that the commercials I vaguely watched are made through this kind of process with these roles," "The president, who is the leader of mom and dad, is cool," and "I was excited to experience the behind-the-scenes of a TV station and program production." Employees who are parents also shared their thoughts, such as "It was a very valuable program that allowed my children to understand my work," "I believe it will also contribute to their emotional growth as they see their parents not just as 'my parent' but also in the context of their work," and "My children, who were bored during spring break with nowhere to go, were very happy and had a lot of fun, which I appreciate as a working parent." These positive feedbacks contributed to an opportunity to improve overall organizational engagement.
This program, launched in 2024, marks its fourth session. As a new initiative this time, it took a step beyond being solely an internal program to achieve its first joint hosting with TBS Holdings Inc. (hereinafter referred to as TBS). Both companies, based in the same Akasaka area, combined their respective expertise in advertising and broadcasting with the shared desire to provide children with a more multifaceted and stimulating learning environment, leading to this collaboration.
Hakuhodo introduced a new work-life balance support initiative called "huug" (pronounced "haag") starting in fiscal year 2024. The goal is to build a foundation of security for all employees to pursue challenges and growth while expressing their creativity. The name "huug" conveys the desire to be like a "tight hug" for employees balancing work and childcare. "huug" emphasizes not just providing formal systems, but also listening to employees' true feelings. While support for infants is robust, parents with elementary school children expressed a pressing concern: "It's frustrating that during long breaks, we can't show our children what we do at work or give them special experiences." This program goes beyond mere temporary childcare support. It is designed as a place where Hakuhodo's diverse professionals act as "teachers" to deliver the best creative experiences to children. By allowing families to understand the work environment and the essence of "creativity" as a profession, and to support it, this experience, which allows parents to feel proud of their work, aims to turn anxiety into excitement and foster a company where employees want to "continue working long-term."
Children who participated commented, "I was surprised that my mom and dad's company was so cool," "I realized that the commercials I vaguely watched are made through this kind of process with these roles," "The president, who is the leader of mom and dad, is cool," and "I was excited to experience the behind-the-scenes of a TV station and program production." Employees who are parents also shared their thoughts, such as "It was a very valuable program that allowed my children to understand my work," "I believe it will also contribute to their emotional growth as they see their parents not just as 'my parent' but also in the context of their work," and "My children, who were bored during spring break with nowhere to go, were very happy and had a lot of fun, which I appreciate as a working parent." These positive feedbacks contributed to an opportunity to improve overall organizational engagement.