FIMBank launches new CSR cam­paign fo­cus­ing on Mal­tese proverbs

Malta Independent - - BUSINESS -

As part of its Cor­po­rate So­cial Re­spon­si­bil­ity ini­tia­tives, FIMBank has launched a se­ries of short video clips which fo­cus on Mal­tese proverbs and their mean­ings. The cam­paign “X’jgħid il-Malti?”, fol­lows on last year’s highly rated se­ries “Kelma Kuljum”, which had kicked off FIMBank’s ef­forts to gen­er­ate a greater ap­pre­ci­a­tion of the Mal­tese lan­guage. This is the third con­sec­u­tive year in which FIMBank has pro­duced a cam­paign in re­la­tion to Malta’s her­itage.

The “X’jgħid il-Malti?” video clips adopt a play­ful tone where view­ers have a few sec­onds to fig­ure out the mean­ing of the proverb. Once the al­lo­cated time frame of a few sec­onds’ elapses, an ex­pla­na­tion of the proverb is pro­vided. The vi­su­als ac­com­pa­ny­ing the voice-over in­clude hand­made crafts which are con­sis­tent with the se­lected proverb’s theme.

The in­no­va­tive, cre­ative and en­gag­ing con­cept adopted by FIMBank for “X’jgħid il-Malti?”, man­ages to com­mu­ni­cate the mean­ing of such proverbs ef­fec­tively, arous­ing the in­ter­est of both chil­dren and adult au­di­ences. “The aim is to high­light the use of Mal­tese proverbs in daily dis­course, whilst fur­ther em­pha­sis­ing the underlying mes­sage of last year’s highly rated ‘Kelma Kuljum’ cam­paign, that high­light­ing the lin­guis­tic wealth of the Mal­tese lan­guage. In­deed, the suc­cess and viewer en­gage­ment as­so­ci­ated with the lat­ter cam­paign, clearly demon­strated the strong in­ter­est the Mal­tese have in their lan­guage, mak­ing “X’jgħid il-Malti?” an ideal con­tin­u­a­tion for 2016-2017”, com­mented Mu­rali Subra­ma­nian, Chief Ex­ec­u­tive Of­fi­cer, FIMBank.

The cam­paign con­sists of a num­ber of spots, each fo­cus­ing on a dif­fer­ent proverb. Th­ese video clips are due to ap­pear seven times daily on TVM and TVM 2, through­out the rest of 2016 and through 2017 and will also be posted on the bank’s so­cial me­dia chan­nels.

“The aim is to high­light the use of Mal­tese ”proverbs in daily dis­course

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