Social Responsibility

The Real Bank’s Thrift and Savings Advocacy

“Bata… Bata… Mag-impok at Magsinop”

On the first year when Real Bank was placed under the skilled leadership and management team headed by Jose G. Araullo and Alfredo S. Barretto, one of the more important concerns was to improve the bank’s image.

In mid-2004, the new set of Board of Directors decided to invest on a considerable amount for The Real Bank’s image-building distinctive from its competitor-banks – its very unique position in the thrift bank industry.

Founded on the bank’s new dictum of ‘Upholding Filipino Values. Supporting Filipino Dreams,’ the management decided to embark on a courageous advocacy aiming to re-orienting Filipino children towards the importance and values of thrift and savings – extending also to their parents and family.

Believing the effective tools towards nation building are the authentic and traditional Filipino value of thrift and services, the program aimed at teaching the children practical ways of thrift and savings from the wise use of resources.

Starting school year 2004-2005, a partnership with the country’s prime education movers, the Department of Education, was instituted to launch and implement the “Bata…Bata… Mag-impok at Magsinop” The Real Bank Savings Advocacy Campaign.

The project was first introduced in 18 selected public and private schools in Metro Manila, Bulacan, Rizal, Cavite, Laguna and Batangas areas. As the project gained acceptance by the beneficiary-publics, a total coverage of 125 schools reaches the areas of Cebu and Davao including 20 selected NCR high schools where financial independence through the values of honesty and hard work in entrepreneurship is also promoted. To date, the total coverage translated into a total program beneficiaries of more than 26,000 students that are equipped with sufficient and applied knowledge on the important values of thrift and savings.

Campaign tools are also improved and included (1) simple classroom activity books on thrift and savings; (2) stage presentations of practical saving in the household; and (3) art painting contests that gauge children’s overall understanding of the concepts being taught.

Learning materials – include big colorfully illustrated storybooks, now popularly called “Mga Kwento ni Lolo Pepe (Sa Pag-iimpok at Pagsisinop)”, its third of series – are true-to-life childhood thrift and savings stories of The Real Bank Chairman of the Board Jose G. Araullo.

Stage presentations or mobile theaters have evolved into school-wide activities that encourage more participative involvement of the student audience in practical saving not only in their respective households but also within their communities.

The annual competitions that help measure understanding, acceptance and practical application of the values being taught have developed not only through the children’s paintings but also in their essays, story telling and “alkansya”-making out of household recycled materials.

The Real Bank has continued with the program for the past six years. Its positive effects formed in the character of the Filipino children whose Kiddie deposits with The Real Bank have significantly increased about P8 Million in 2004 to over P60 Million in 2009.

Because of mere campaign effort and pursue to the community, The Real Bank received numerous awards and recognition by both local and international for the following:

• 2005 Asian Banking Awards, Runner-up for Marketing, PR and Brand Management Category;
• 2005 National Consumers’ Quality Award (NCQA), Golden Citation Award for Best Family and Community Advocacy Program;
• 2005 Global Excellence Award, Outstanding Family and community Advocacy Program;
• 23^rd Year-ender Excellence & Consumers Choice Awards, Outstanding Reading Materials in Thriftiness;
• 2006 Philippine Marketing Excellence Award, Most Outstanding Family Heritage building Advocacy Program;
• 2007 National Quality Awards for Consumer Excellence;
• 2007 26^th Annual Year-ender Expo – Top Consumer Products & Companies of the Year –Best National Heritage Building Advocacy;
• 2007 26^th Annual Year-ender Excellence Awards
• 2008 10^th Annual Global Excellence Award, Best National Heritage-Building Advocacy
• 2008 National Product Quality Excellence Awards, Best comprehensive School Program;
• 2008 44^th Anvil Award of Excellence – Public Relations Tool / Special Publications Category for “Mga Kwento ni Lolo Pepe”;
• 2008 44^th Bronze Anvil Award – Public Relations Tools / Special Publications Category for “Mga Kwento ni Lolo Pepe
• 2009 International Quality Crown Golden Award on Education and Advocacy by the Business Initiatives Direction in London
• 2009 45^th Anvil Award of Merit – Public Relations Tool / Special Events Category for “Bata…Bata..Magpinta, Magsulat at Magkwento” Tri-competition

Brought about by these awards and recognitions and the continuous public appreciation of the nobility of the Real Bank’s savings advocacy program, trust among its existing clientele was enhanced and strengthened leading to a more stable and confident customer base that has (among other operations and administrative development and improvement programs of the bank) significantly and positively affected the bank’s growth and progress. This significant progress is best seen in the momentous upturn of the bank’s major core business – deposits growing from over P1 Billion in 2004 to over P8 Billion as of year-end 2009.

As a whole, the Real Bank’s savings and thrift advocacy program has, indeed, achieved its purpose – build up the image of the bank in the thrift bank industry as the ’small bank with a big heart’ and its passion for upholding Filipino values towards the achievement of the Filipino’s dreams.