DBS has launched the fourth season of its award-winning web series, Sparks, which highlights urgent societal challenges, including scams targeting vulnerable groups and the barriers faced by persons with disabilities. The new season is inspired by true stories from DBS clients and employees and follows a team of young bankers as they navigate work and life while addressing these challenges. The series draws from real initiatives, such as the bank’s anti-scam team and DBS Foundation grant recipient Inclus, a social enterprise that connects persons with disabilities to employment opportunities.
For the first time, DBS is weaving the series into its outreach efforts, using snippets from the series in scam awareness and digital literacy workshops for seniors, as well as DBS Foundation’s nutrition and social connection program. The series aims to educate and empower vulnerable groups, and its impact is expected to be significant, given its large following and engagement. Since its launch in 2016, Sparks has racked up over 1.5 billion views and 86 million digital engagements, bagging multiple global awards.
The new season features returning cast members, including Adrian Pang and Jamie Xia, as well as new faces, such as Loke Meng Chue and Asher Su. Karen Ngui, head of DBS Foundation and group strategic marketing and communications, emphasized the importance of integrating Sparks into community programs to better inform, protect, and empower vulnerable groups. Shaun Tan, co-founder of Inclus, added that the series reflects the company’s belief in inclusion and the potential of every person, and hopes that it will inspire others to take small steps to build something greater.
The launch of the fourth season of Sparks is part of DBS’ efforts to create impact beyond banking. The bank has been building its “Sparks” brand for almost a decade, and recently unveiled its “Trust your spark” regional campaign, which covers key markets including Singapore, China, and India. The campaign aims to promote the bank’s values of innovation, collaboration, and customer delight, and has been well-received in the market. Overall, the fourth season of Sparks is a significant step forward for DBS in its efforts to create positive social impact and promote financial inclusion.