Fransabank had launched an internal reading campaign under the title of "Today’s Readers are Tomorrow’s Elites,” motivating employees’ individual contribution for greeting the Children of the Lebanese Army Martyr’s either by donating a book/story or by donating cash amount.

Objectives

• Interconnecting corporate responsibility to the employees’ thoughts and actions
• Strengthening their pride and loyalty towards the Bank.

Outcome 785 Fransabank employees participated in this social campaign either by donating books or cash, out of which 738 employees donated cash and 47 employees donated books. 76% of Fransabank branches participated in this campaign. 49% of the employees at departments contributed to this campaign. 105 books were collected, targeted to different age groups and in three languages Arabic, English and French. The cash amounts donated per employee ranged from t he lowest cash amount of LBP 5,000 or c/v USD 3.5 up to the highest of LBP 150,000 c/v USD 100. The massive participation of Fransabank employees resulted in the collection of LBP 13,500,000 c/v USD 8,900. For every Lebanese pounds amount donated, the Bank equally donated the same amount and that resulted in a total of LBP 30,600,000 c/v USD 20,400, a symbolic gift to 460 children of the Lebanese Army martyrs. Each child received a book or a story and the extra money collected was donated to the martyr’s families on prepaid cards.