How Al Salam Bank’s New Brand Campaign, “Why Stop Here” Aims to Support Aspiring Football Players

Mahmood Qannati, Head of Marketing and Communications and ESG Officer at Al Salam Bank, talks about the bank’s latest Environmental, Social and Governance (ESG) campaign, ‘Why Stop Here’, and how it aims to support national efforts to empower and develop various key sectors within the local community.

How does the campaign support aspiring football players?

Al Salam Bank’s new brand campaign, “Why Stop Here” is a manifestation of the bank’s latest Environmental, Social and Governance (ESG) goals that focus on three key segments within our local community: sports, SMEs, and health. It is aimed at supporting national efforts to empower and develop pivotal sectors in Bahrain.

Through Project Dream, powered by Al Salam Bank and Ole Academy, we hope to highlight and support aspiring football players, nurture their athletic skills, and inspire them to pursue a potential future in Bahrain’s national football team, representing the Kingdom in the World Cup 2030 and 2034.

We aim to establish an environment conducive to these young players’ growth and development through a curated programme geared towards elevating their technical, tactical, and physical skills. By collaborating with entities such as the Bahrain Football Association, we strive to take these thriving talents and position them as our future champions, thus making their dreams a reality.

What concrete measures are you taking to further the development of SMEs through the campaign?

Support for SMEs has always been an integral aspect of our banking operations. At Al Salam Bank, we strive to cater to the everyday business needs of local business owners, offering them the financial solutions they need to thrive in their respective industries. In addition to our newly launched campaign, we have previously launched an MSME package in partnership with several leading service providers in the Kingdom. Through this innovative value proposition, we aim to be a comprehensive one-stop shop that meets the various needs of MSMEs across Bahrain.

We also recognise the vital role SMEs play in contributing to the Kingdom’s economic development. As such, the ‘Why Stop Here’ campaign seeks to equip these small business owners with the necessary tools to take their businesses to new heights. The bank plans on providing further support that will aid in their transformation journey, contributing to the growth and advancement of their businesses. We hope to reveal further details regarding this initiative in the months to come.

How is the initiative contributing to the healthcare sector?

Among many initiatives, we plan to continue backing the Bahrain Paralympic Committee to promote, support, and encourage young and emerging athletes across the Kingdom, spreading further awareness of this important segment.

This campaign also aligns with the forthcoming Paris Paralympics, scheduled to take place in 2024. As part of our commitment to serving the local community, the Bank will continue to collaborate with the relevant health sector entities to achieve further aspirations in this regard.

What impact does the bank hope to achieve through this campaign?

As a community-driven organisation, Al Salam Bank is dedicated to empowering members of its community and creating opportunities for them to utilise their talents and elevate their skills. This campaign aims to create a lasting impact on our community members that goes beyond our regular banking services, with the goal of fostering a new generation of talented individuals who will represent the Kingdom across regional and global platforms.

What role do Al Salam Bank’s customers play in this campaign?

Our clients are at the centre of everything we do. This campaign was conceived as a reflection of the bank’s core values and guiding principles. Our desire to make a difference and passionate nature compels us to continuously seek excellence and develop curated initiatives that will provide extensive support to our community.


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