Marketing Excellence Awards 2023 Singapore
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Maybank to light up communities

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Festival of Lights will see a new project by Maybank, aimed to empower and bring light into the lives of communities across Asia.Project Helping Every Asian Rise Together (H.E.A.R.T) coincides with Deepavali and will provide needy communities with solar-powered light builds—a free, sustainable light source that brings significant improvements to their daily lives.The first phase of the campaign, which covers the local region, runs from now until 20 November. Phase two will extend into the Philippines, kicking off on 21 November until the end of December.Kampung Chuweh, an Orang Asli settlement by the shores of Tasik Banding in Gerik, Perak, will be the first community to receive solar-powered light bulbs under Project H.E.A.R.T.Mohamed Adam Wee, Maybank’s group chief marketing officer and project lead for Project H.E.A.R.T, said serving at the heart of the community has been an integral part of Maybank’s values and a key pillar going forward in its mission of Humanising Financial Services Across Asia.“Our hope is that the impact from this simple initiative will create a brighter future for the entire community. This means sharing in the challenges faced by the communities we serve and continually looking for new ways to serve them better.”The campaign is promoted via its microsite and social media with the #projectheart hashtag.Plans to distribute solar-powered light bulbs to other communities in East Malaysia and the Philippines for Christmas are underway.The campaign concept was conceived by Maybank and creative agency Refuel, while project management, implementation and PR are managed by Acacia Blue (the CSR agency under Zenith Malaysia) and media duties by Zenith Consulting Services.

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