Great Eastern Takaful’s flagship Corporate Social Responsibility (CSR) programme - Bijak Amwal is part of our commitment and significant to the society in which we conduct business. This programme was launched by En Zafri Ab Halim, the CEO of Great Eastern Takaful with support from the Malaysia Ministry of Education.
Right from the beginning, we had a clear vision in mind: to develop the minds of children, raise their awareness of takaful, and how it can be a catalyst in human development. Zafri elaborates, “When we started thinking about the types of initiatives to adopt as our flagship CSR programme, many factors came into play. Most important was that it must be aligned with our business, both in terms of short and long-term objectives. We realised that, to grow in a sustainable manner, we must demonstrate a significant and long-term impact to the society in which we conduct business. The question is: how do we do this? The answer is quite simple and natural. We feel that it is our shared responsibility to empower the society with knowledge of which we are in the business of: takaful.
It is the purpose of our CSR programme to raise awareness of takaful in societies in which we live and work, and how it can be an effective tool for economic growth and well-being. Thus, the birth of Bijak Amwal.”
Our specially tailored programme was kick-started in two schools in Kuala Lumpur and Putrajaya, involving a pioneer batch of 80 pupils from standards four and five. Their parents, too, were involved to keep up with their children’s progress and, at the same time, find out how takaful can be an effective tool for financial wealth and social well-being.
Moving forward, Bijak Amwal will reach more schools around Malaysia, and it is an initiative of which we are intensely proud.