Unspoken: Maybank Celebrates Chinese New Year with an Inspirational Message

From the booming drumbeats of the lion dance to exploding fire crackers to exuberant chatter with family and friends, this chaotic myriad of noises somehow remindsus of the warmth and liveliness of a home during Chinese New Year. But, have we wondered how is it like for the ones who cannot hear?

Maybank today premieres its Chinese New Year brand film entitled Unspoken, which aims to drive awareness on the experience of Persons with Disabilities (PwDs) during the 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.

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

“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 Chinese New Year,” she added.

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, Lim Bee 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 effort to uplift the underserved and unserved communities, especially Persons with Disabilities (PwDs), via career development opportunities and community empowerment programmes.

Maybank Work Placement Programme

As part of its ongoing efforts to accelerate financial inclusion in Southeast Asia, Maybank introduced the Maybank Work Placement Programme for PwDs as part of its strategy in building a more inclusive workforce for the 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 close to 100 PwD trainees on boarded and will continue to reach out to more talents in efforts to support its commitment to drive financial inclusion among them. This year, Maybank targets to scale up its Work Placement Programme regionally in Indonesia, Singapore, Cambodia, and the Philippines.

For more info on Maybank Work Placement Programme, please visit https://bit.ly/maybankwpp


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene