Burgan Bank concludes another year of support for ‘Let’s Be Aware’ campaign
KUWAIT: On its mission to uphold its institutional promise to remain “Driven by You”, and promote the prosperity of its communities, Burgan Bank continues to invest in its robust positive impact program.
The Burgan Bank team with the American United School of Kuwait (AUS) students during their visit.
In social responsibility, just like everything else it does, the bank seeks to lead with innovation and adopt progressive strategies to create real value for its people – especially its customers. As a bank, Burgan understands that a major area that helps it deliver real value, and drive tangible positive change, is the area of financial literacy.
In 2023, Burgan Bank concluded the third year of its unwavering support for the “Let’s Be Aware” (Diraya) banking awareness campaign – launched in 2021 by the Central Bank of Kuwait (CBK) and the Kuwait Baking Association (KBA), with the unanimous participation of Kuwaiti banks. Burgan’s proactive contribution to the growth and success of the campaign continues to unfold in correspondence to the Bank’s comprehensive social responsibility program.
Looking back on Burgan Bank’s contributions to the country-wide banking awareness campaign, Kholoud Al-Feeli, Deputy General Manager – Marketing and Communication at Burgan Bank, said: “Our success as a bank begins and ends with serving our customers and community members. While this shows in our relentless effort to develop new products and services that introduce creative solutions to the market’s rising challenges and needs, it also manifests in our diverse social responsibility initiatives, which we embark on with the sole purpose of contributing to the overall growth of our community members. This greatly overlaps with the goals of CBK’s ‘Let’s Be Aware’ campaign, which aims to turn financial literacy into common knowledge across all circles of the community.”
Throughout the year, Burgan Bank played an active role in spreading the “Let’s Be Aware” campaign messages through its numerous channels, including social media, radio, website, media news releases, ATM and in-branch screens, and in-app notifications. The bank also made a point of spreading awareness through direct interactions with the public; be that through its on-ground presence at different events it sponsors, or when hosting students from educational institutions during field visits to the bank.
Hessa Hussain Al-Najadah, Senior Manager - Corporate and CSR Communications at Burgan Bank at the fourth blood donation campaign in partnership with Ahmadi governorate.
“With every passing day, the banking industry plays a bigger role in people’s lives beyond safekeeping and growing their hard-earned wealth. The technologies that we build our products and services around are centered on convenience and accessibility; and while this guarantees that customers can go about their daily lives with more ease and seamlessness, it also poses the risk of fraud if people are not careful and vigilant enough. And that’s where our role as committed partners in the Diraya campaign comes in.”
Building on the same understanding of the market’s diversity and preferences, Burgan Bank utilized varied channels of communication to reach the widest audience possible, whereby some channels take a more personalized and concise approach, such as app push notifications, while others address a public audience, such as social media, radio appearances on Marina FM, and news releases. The diversity in messaging also extended to include engaging forms of communication, such as social media competitions, that ensure the active participation of the public audience in the awareness campaign and not restricting their roles to that of the passive receivers.
Al-Feeli explained: “When we are present among our community members, we seize the opportunity to make valuable conversations with the public around the best-suited banking services for their needs, the safest practices especially for the use of banking cards, and of course key precautions to avoid falling victim to fraud and phishing attempts. We were honored to be present in person among our community on numerous occasions this year, from the Dar Al-Athar Al-Islamiyyah festivals to Flare Festival, Pop-Up by COMFEST, and many others.”
Among the market segments that the bank dedicates plenty of attention to are the young adults who rely heavily on technology in their day-to-day lives. For this reason, Burgan Bank was delighted to host a group of junior and senior students from the American United School of Kuwait (AUS) on a tour of the Bank’s head office, which introduced them to the diversity of functions and operations that, together, produce the services they rely on in my many aspects of their lives.
Following the same belief, Burgan Bank participated as a platinum sponsor in the Career Growth Fair organized by the American University of Kuwait (AUK), where representatives of Burgan’s Human Resources Department were available on-ground to inspire students, answer their questions, and hold deeper discussions with prospect interns and fresh graduate job seekers.
With a new year approaching, Burgan Bank is gearing up to maintain its dedicated contribution to the success of the “Let’s Be Aware” banking awareness campaign through new and creative approaches that guarantee the widespread reach of the campaign’s messages and the adoption of its recommendations across Kuwait.
