Seylan Bank launched its #ResponsibleMe campaign this year, that has created a butterfly effect throughout the nation, compelling people to make healthy choices to ensure that their loved ones are safe. We spoke to Seylan Bank’s Gamika de Silva, Assistant General Manager, Marketing and Sales to tell us more about this phenomenal campaign.

What was the idea behind #ResponsibleMe by Seylan Bank?

In 2021 at the height of the third Covid-19 wave, we as a responsible bank, The Bank with a Heart, felt that we needed to educate society about making responsible choices to contain the spread of the virus.

The thinking behind it was the wellbeing of our society, our community, our staff and our customers. We wanted to communicate something that goes beyond transactions, digital banking, and our services. Based on the consumer behaviour data we had collected, we understood that despite the introduction of health and safety guidelines people often act irresponsibly and break health and social distancing regulations. It was our belief that lockdowns were not necessary if everyone of us took reasonable precautions to protect ourselves, our loved ones and people around us. One could always self quarantine to ensure the safety of others.

We realized that if we said “wear a mask “ or “maintain social distancing”, it would have been just another message, therefore we felt we should execute the delivery of the message more assertively. This led us to the campaign slogan “Suhada Haden, Tikak Seren”. “Suhada haden” because it’s out of love and “tikak seren” because we wanted to bring in a stronger message. TLC with a dash of firmness.

What is the overall objective of the campaign?

The overall objective of this campaign is to educate society and drive this message across to everyone. We want to act responsibly and stand true to our brand and the core of our institution which is the Bank with a Heart. We also want to emphasize the importance of taking individual responsibility to contain the spread of this deadly virus.

I am glad to say that we have been able to join hands with other corporations that are outside the finance industry to get this message across to as many people as possible. We are creating awareness and reaching out to different demographics of people. I’d also like to thank the Health Promotion Bureau for supporting us and I think this is the future of marketing, where collaborations-driven campaigns can reach a wider audience for optimal outcomes.

How does this campaign stand out from the rest?

Although there are so many messages out there, ours cuts through the noise because it is a distinct message. Coming from a financial institution, people would have expected us to talk about responsible banking, telling people to use digital banking channels etc. Instead, we asked people to take responsibility for their actions because we believe that the wellbeing of society is what matters for us to move forward as a brand.

What is the biggest impact you are trying to create through this campaign and how will it reach a larger audience?

The biggest impact is the change of behavior. Listening to voice cuts and news, hearing health authorities, military and government officials saying “take responsibility” can be impactful. We are resonating that message and amplifying it. We are constantly reminding people of what they ought to be doing: if you act responsibly you don’t place anyone at risk; avoid crowded places, unnecessary travel, partying, taking your mask off, not sanitizing.

The campaign engages audiences across different walks of life. We have taken the message in English, Sinhala and Tamil. The response from the community has been positive and it is satisfying that our efforts have seen some results.

I think this is the future of marketing, where collaborations-driven campaigns can reach a wider audience for optimal outcomes

Apart from the Responsible Me Campaign, How has Seylan Bank contributed to the health and safety of its employees and customers?

Seylan Bank has been very responsible in terms of our actions. Since March 2020 we ensured the safety of our customers and staff by reducing staff travelling to work. We ensured that most of the work was remotely managed and a business contingency plan was in place before the first lockdown. We ensured that business continuity and services to our customers were uninterrupted.

To date, we ensure the safety of our staff by allowing them to WFH, proper sanitization, reduction of overcrowding, arranging transport for social bubbles so that our staff travel between office and home safely. In 2020 the bank, together with donations from the staff, created a fund that contributed to the development of a six-bed ICU facility at the Colombo East Base Hospital. As a result of this initiative, we were able to open a fullyfledged facility on 21st May 2021, with the assistance of the Sri Lanka Army that provided us with the technical support and manpower. In addition, a part of the funds was used to provide face shields to PHIs across the island as well as to police officers within Western Province. We also made a sizable donation to the government’s fund to fight Covid 19 that has now been utilized responsibly across the board.