What's Happening?
RHB Bank, in collaboration with its agency partner THE SHOUT GROUP, has released a new festive film titled 'Dignity' for the Chinese New Year. The film focuses on themes of self-worth and empowerment,
drawing inspiration from the real-life story of Yap Sue Yii, Co-founder and CEO of Komuniti Tukang Jahit. This social enterprise empowers women from the B40 community in Malaysia by providing them with sewing skills and fair income opportunities. The film portrays the journey of these women as they rebuild their lives, emphasizing the importance of dignity and self-worth over material wealth. The narrative is set against the cultural backdrop of Chinese New Year, using the lotus flower as a symbol of resilience and new beginnings.
Why It's Important?
The film 'Dignity' underscores the significance of empowerment and self-worth, particularly for marginalized communities. By highlighting the story of Komuniti Tukang Jahit, RHB Bank aims to promote social progress and community development. This initiative aligns with RHB's broader mission to foster progress not just through financial growth but by creating opportunities for individuals to gain independence and confidence. The campaign serves as a reminder of the impact that empowerment and dignity can have on individuals and communities, potentially inspiring other organizations to adopt similar approaches in their social responsibility efforts.
What's Next?
RHB and THE SHOUT GROUP plan to extend the campaign beyond the film with on-ground engagements and community-driven initiatives. These efforts aim to ensure that the message of dignity and empowerment continues to resonate with the public. By fostering community involvement, the campaign seeks to create lasting change and inspire further action towards social empowerment. The success of this initiative could lead to more collaborations between corporations and social enterprises, promoting sustainable development and community upliftment.
