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SME Bank Produces Social Media Experiment Campaign “Kemanisan Memberi”

KUALA LUMPUR : 7 May 2021

SME Bank's social media experiment campaign produced in conjunction with the month of Ramadan themed, "Kemanisan Memberi" has proven that the Malaysian community, especially the Asnaf entrepreneurs who require assistance to do their business are willing to share their sustenance with others who needed them more.

SME Bank Group President/Chief Executive Officer, Aria Putera Ismail said, "The main objective of this SME Bank social media experiment campaign is to see whether our current society, despite facing various challenges in life, are willing to extend assistance to others who are in need in line with our noble values as Malaysians."

SME Bank produced 10 episodes with the participation of eight (8) Asnaf entrepreneurs whom were participants of the ISHRAF program which was conducted in August last year. This social media experimental campaign featured the spontaneous reactions of those entrepreneurs when they were asked to help individuals in distress in a spur of a moment. The selected entrepreneurs were approached by actors and the situations were recorded through a hidden camera. Each episode features an entrepreneur with different storylines including helping orphans, unemployed graduates and many more. If the selected entrepreneurs willingly help those in need, cash money ranging from RM1,000 to RM3,000 is given to them as a reward.

The first episode of the campaign was aired on 16 April 2021 via SME Bank's social media platforms (https://facebook.com/smebankhttps://www.instagram.com/smebank_malaysiahttps://twitter.com/sme_bankhttps://www.linkedin.com/smebankmalaysia) and the last episode is expected to be aired on 25 May 2021. As of April 2021, the social experiment videos have received more than 100,000 views through SME Bank's social media platforms as well as influencers’ social media platforms.

Earlier, Aria attended a Corporate Donation presentation ceremony at the Pusat Jagaan Telaga Kasih Nur Muhammad in Kota Damansara, Petaling Jaya held on 26 April 2021 following the recording of the 10th episode involving entrepreneurs who have agreed to donate food for breaking fast, essential items such as rice, vermicelli, sanitizer, face mask, soap, perfume and cash to Pusat Jagaan Telaga Kasih Nur Muhammad. SME Bank also presented a donation amounting to RM5,000 and ‘duit raya’ to the 30 children of Pusat Jagaan Telaga Kasih Nur Muhammad.

Apart from the Corporate Donation initiative to the Pusat Jagaan Telaga Kasih Nur Muhammad, SME Bank also organized several other Corporate Responsibility programmes in conjunction with the month of Ramadan this year. Among them are the contribution of the ‘Kotak Rezeki’ to the ‘Pusat Jagaan Orang Tua Sri Mesra’ in Ampang and contribution of food packs for breaking fast to the homeless at the ‘Pusat Transit Gelandangan’ under the supervision of the National Welfare Foundation.  All SME Bank branch networks nationwide also organized their own Ramadan programmes with a total allocation of more than RM72,000.