Hong Leong Bank launches CSR programme


In conjunction with the Hari Raya season, Hong Leong Bank and Hong Leong Islamic Bank (‘HLB’ or ‘the Bank’) have launched their festive campaign ‘Menyemai Impian’ or ‘Seeding Dreams’ to shine a light on the act of seeding the dream of the less fortunate.

Through a CSR programme, the Bank has pledged to start the financial literacy journey for children in need across the country by opening their very own first savings accounts, and by making deposits to start their savings when customers perform ASB transactions as well as register with DuitNow from 20 May – 23 June 2019.

According to insights shared by local children welfare homes, the number of visitations and the amount of cash donations increased significantly during Ramadhan and Syawal but these spikes in charitable acts are only temporary and have little long-term impact on the children.

Cash donations and duit raya for these children are often spent immediately, rather than saved to cultivate a savings habit to seed their future dreams and aspirations.

“In line with the Bank’s understanding and commitment towards our customers’ financial management and wealth building opportunities, we see an opportunity for the Bank and our customers to come together and help seed the futures and achieve the dreams of these underpriviledged children living at the welfare homes through a simple act of opening their very own savings account for them.

“By having their own savings accounts, we hope that this will serve as an early introduction to financial literacy, giving the children a powerful sense of belonging and independence and a good start towards cultivating a savings habit for a better financial future,” said Domenic Fuda, Group Managing Director and Chief Executive Officer of HLB.

“It is a common practice to give to the less fortunate during this period in the Muslim calendar and we are grateful for the continued support of our customers especially in our ASB and ASNB Unit Trust Fund offerings that has enabled us to give back in a small way to those in need.

“To this end, the Bank has identified 200 recipients from welfare homes that have met our selection criteria and will work with them to open their very own savings accounts at the end of the campaign,” said Jasani Abdullah, Chief Executive Officer of Hong Leong Islamic Bank.

Through the Bank’s festive video ‘Kasih Tak Berwajah’ the message of seeding dreams for the long term of those in need was brought to life with a sweet story from the perspective of a young boy who proudly shared his many elder sisters’ stories and aspirations.

His ‘sisters’ turned out to be his parents’ sponsored children at an orphanage, who helped them by placing savings deposits into their bank accounts all year long.

“While it’s important to seed the dreams of our loved ones, it would be even more meaningful if we are also able to help others who might not have the same opportunities, and to do so in a sustainable way.

“A simple act of helping the children in need through opening an account will hopefully inspire them to save for their own futures is a gift that will have a long-lasting impact.

“This is no different from what we want for our customers – for them to be equipped with the right financial tools to support their aspirations,” said Zalman Zainal, Chief Marketing and Communication Officer of HLB.

Apart from the CSR campaign, the Bank has also put together an array of consumer promotions throughout the Hari Raya period including the chance to win RM35,000 worth of cash prizes when customers give out traditional duit raya digitally, through HLB’s e-Duit Raya and DuitNow on the Hong Leong Connect App, in line with the growing movement towards a cashless society.