Community Link Launch - 12 May 2007

CIMB Community Link is one of CIMB Group's key Corporate Social Responsibility (CSR) initiatives. It is a unique program aimed at forging closer ties with the local communities served by CIMB Bank and CIMB Islamic branches. The programme empowers customers to propose initiatives or social causes that will enhance the lives of those within the community. These causes will then be funded by the Bank. The success of Community Link hinges on branch managers working closely with customers to identify causes important to their community. A fund exclusively for the cause is then set up. Every time customers conduct a transaction at the branch, the Bank will contribute a portion of its monies to the fund. The more transactions and business activities there are at the branches, the quicker the target will be reached. A mock thermometer located at the electronic banking centre of the branch will track the progress of the funds. When targets are reached, the fund is distributed accordingly. CIMB Community Link is an on-going project. When a project is completed, the community can subsequently nominate a next worthy cause.

NTV 7 Edition

Community Link Projects in 2007

2007 has been a very rewarding and satisfing year for me. As the Head of CSR, I was given a free hand to recommend community projects that are sustainable for deserving people group nationwide. Thinking out of the box and coming up with creative ideas has always been my forte but seeing how my ideas when implemented have impacted lives is beyond words.

Let me introduce a handful of some of the more interesting community projects I carried out last year.

Community Link TVC

This is a 90's Community Link TVC launched in conjunction with the Malaysia's 50th year of Independence in 2007. It was also the first corporate TVC featuring CSR projects by any multinationals. It was a proud moment for me when my community projects are showcased and made into the Bank's corporate TVC. I made it big time.

I uploaded the Cantonese version, which I feel has a better script.

Music by the deaf

(Rose (left) signing to the deaf)

When I first got involved with the deaf community, I was determined to show the world what they don't know about the deaf people and their abilities. I came up with the idea of deaf people from all races, age and social status to have a chance to be musicians and percussionists.

I explored my initial thoughts with the Hands Percussions, a local cultural performance art troupe. I wanted the world the listen and appreciate music played by deaf people. To many this attempt was unrealistic mainly because the deaf cannot hear what they play and therefore it will be very difficult to teach them tempo, rhythm and beat, etc. This was challenging both to this deaf group which has no music or stage performance background and the Hands Percussions team which has no experience dealing with a physically disable group and did not understand sign language, then. Moreover, not all deaf people in the group understand sign language. None of them showed any enthusiastic in the beginning.

I was motivated. I wanted to send a powerful message to the world that physically disable people such as the deaf group from Malaysia can overcome their physical disability and be successful percussionists and musicians if given a chance.



In November 2007, after only 5 months after forming the 'Deaf Beat', I pitched the group to perform their first international (charity) performance before a crowd of more than 1,000 hoteliers, corporates and VIPs during the Hospitality Asia Platinum Awards night 2007-2008. The audience was overhelmed and were literally speechless over the Deaf Beat outstanding performance. Donations flowed and reached closed to RM300 thousands mark over a single night. Proceeds from the donations will be partly use to stage their first concert in KLCC in May 2008.

It was a proud moment for me. Deaf Beat has broken the silence in deaf community forever although it may seem unrealistic at first. Sometimes all we need is to keep focus and move forward. Watch out for their first concert in May 2008.

Youth2 : Heart-felt rhythm