PR Awards 2024 Hong Kong
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Maybank explores language of inclusivity featuring the deaf community, this Chinese New Year

Maybank explores language of inclusivity featuring the deaf community, this Chinese New Year

share on

This is brought to you by Maybank.

From the booming drumbeats of the lion dance to exploding firecrackers, and the exuberant chatter with family and friends, this chaotic myriad of noises of the Chinese New Year celebration is a reminder of the warmth and liveliness of a home during these festivities. But, have we wondered what it is it like for the ones who cannot hear?

Maybank has premiered its Chinese New Year brand film entitled Unspoken, which aims to drive awareness on the experience of persons with disabilities (PwDs) during festivities.

Anchored on Maybank’s purpose of “humanising financial services”, this film follows a deaf girl, Lim Bee Chin, as she experiences a massive Chinese New Year celebration in her home with her family.

Maybank’s Chinese New Year 2024 “Unspoken”.

Co-directing this film is Pan Wai Ling, who herself has hearing impairments. “This is a film with an important intent, and that is to raise awareness that communications can take on different forms as long as both parties understand them,” she said.

“I have been waiting for more than 20 years for an opportunity to tell a story like ‘Unspoken’ because it truly depicts how we (the deaf community) experience a celebration like the Chinese New Year.”

Barney Chua, the co-director, said: “In the world of storytelling, silence can be our most powerful language. This project has given voice to the unheard and has opened our eyes to the richness of expression that transcends words. It is a reminder that true inclusion starts with understanding and embracing our differences.”

Acting for the very first time, Chin, who has been deaf since birth, said: “My hope for this film is that people would learn the simple sign language to communicate with the deaf community so they will not feel alone, but safe with people who can help them in times of need.”

She added that able and deaf people who are family, friends, and colleagues can share in each other’s lives by understanding and communicating meaningfully.

Maybank is continuing its efforts to uplift the underserved and unserved communities, especially PwDs, via career development opportunities and community empowerment programmes.

Maybank’s work placement programme

As part of its ongoing efforts to accelerate financial inclusion in Southeast Asia, Maybank has introduced the Maybank Work Placement Programme for PwDs as part of its strategy in building a more inclusive workforce for PwDs to gain career experience while addressing key challenges on securing a job or training.

In line with the bank’s disability inclusion strategy, PwDs trainees will be provided with hands-on life skills, working exposure, and training designed to enhance their skills, confidence, and employability for a period of eight months to ensure that they are well-equipped to excel in their respective fields.

To date, Maybank has nearly 100 PwD trainees onboard and will continue to reach out to more talent in efforts to support its commitment to drive financial inclusion among them. This year, Maybank is aiming to scale-up its work placement programme regionally in Indonesia, Singapore, Cambodia, and the Philippines.

For more information on Maybank’s work placement programme, please visit

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window