A Glance At FirstBank Strategic CR&S Campaigns Over The Years

By Oluwakorede Adebisi

The Significance of Corporate Responsibility and Sustainability in Financial Sector

Corporate Responsibility and Sustainability are fundamental pillars for the long-term success and relevance of any financial institution. In Nigeria, a nation with vast opportunities, yet significant socio-economic challenges, the role of financial institutions transcends profit-making. They are positioned as agents of economic growth, social development, and environmental stewardship. FirstBank of Nigeria, a financial institution with an illustrious history spanning over 131 years, stands as a prime example of how Corporate Responsibility and Sustainability can be woven into6 the fabric of corporate operations to drive enduring impact.

Financial institutions operate at the intersection of commerce, society, and the environment In Nigeria, where the socio-economic landscape includes poverty, unemployment, and infrastructure deficits, CR&S initiatives serve as a bridge between profit-driven operations and the larger societal need for inclusion, equity, and progress In specific terms, CR&S initiatives by financial institutions can make impact in the following ways:

Driving Economic Empowerment: Financial institutions enable entrepreneurship and industrial growth by providing access to credit, fostering financial inclusion, and supporting Small and Medium Enterprises (SMEs). By embedding CR&S into their operations, they ensure that their economic activities promote inclusive growth.

Addressing Social Inequities: In a diverse society like Nigeria, financial institutions play a crucial role in addressing disparities in education, healthcare, and access to financial services. CR&S initiatives targeted at community development demonstrate a commitment to social equity.

FirstBank: A Unique Enduring Legacy of Corporate Responsibility and Sustainability

As a foremost legacy institution, FirstBank of Nigeria is not only one of the oldest but also one of the most innovative and socially responsible financial institutions in Africa. Its rich history is characterised by a consistent commitment to impact investing, CR&S, exemplified through landmark initiatives that have shaped the Bank’s identity and enriched its communities in diverse areas of human experience.

What sets FirstBank apart in its Corporate Responsibility & Sustainability journey is its ability to evolve with the changing needs of society. Over its 131 years, the Bank has maintained a proactive approach, ensuring that its initiatives are both relevant and impactful. FirstBank does not treat CR&S as an afterthought but integrates it into its core business strategy. This alignment ensures that CR&S efforts resonate with the bank’s overall vision and objectives. Unlike many organisations that pursue short-term CR&S projects, FirstBank’s initiatives are designed for sustainability and scalability.

FirstBank leverages partnerships with government agencies, non-profits, and international organisations to enhance the reach and effectiveness of its CR&S projects. This collaborative approach amplifies the impact of its efforts. In recent years, the Bank has harnessed technology to extend its CR&S initiatives, particularly in financial literacy and inclusion. Mobile banking and digital platforms have enabled greater access to its programmes for underserved communities.

Thus, FirstBank of Nigeria exemplifies how a financial institution can transcend traditional banking roles and profit maximization to become a catalyst for positive change By embedding Corporate Responsibility and Sustainability into its operations, the Bank has built a legacy of trust, impact, and leadership across various aspects of society, touching sports, education, healthcare, volunteerism, empowerment, environment and more. In the following pages, we will take a critical look at some of the Bank’s strategic CR&S initiatives over its 131-year history.

FirstBank can be indisputably said to be the numero uno supporter and biggest fan of sports development among financial institutions in Nigeria. Although the financial giant had been sponsoring sports in Nigeria for over one hundred years of its corporate existence, its unique First@Sports initiative has been a driving force in the development of sports in Nigeria for over six decades. At a glance, the Bank’s support for sports includes:

FirstBank Lagos Amateur Open Golf Championship: This annual event is one of the world’s oldest bank-owned golf championships and attracts top amateur golfers from around the world. 2024 marked the 63rd year of unbroken sponsorship of this tournament by FirstBank. The championship is a World Amateur Golf Ranking (WAGR) event, which gives it a high level of recognition on the world stage.

Georgian Cup: FirstBank has sponsored this polo tournament in Kaduna for 101 years, making 1t one of the world’s longest running sponsored events.
Dala Hard Court Tennis Tournament: FirstBank has supported this tennis tournament in Kano for 32 years.
OBJ Golf Tournament: FirstBank supports this annual event Abeokuta Ogun State Capital.
Elephant Boys (FirstBank F.C.)
Elephant Girls: FirstBank promotes this all-female basketball team as its own.
FirstBank Junior Athletics Clinic: FirstBank engages Blessing Okagbare-Ighoteguonor in this annual clinic to support aspiring athletes.
FirstBank E-Sports: FirstBank’s support for sports also includes e-sports sponsorship. For instance, earlier in 2024, FirstBank partnered with Gamr, Africa’s leading e-sports organisation, to sponsor Gamr X 2024, the continent’s largest e-sports tournament. Now in its third edition, the event attracted top gamers from over 20 African countries and featured cosplay, celebrity face-offs, and game exhibitions. Since its debut in 2022 with 5,000 participants from 15 countries, the tournament has grown steadily, with the 2023 edition in Lagos hosting gamers from 18 nations, further expanding Africa’s e-sports scene.

Giving Polo A Giant Lift Since 1919

Georgian Cup Polo Tournament
Chukker African Patrons Cup Polo Tournament

Polo is an equestrian sport that has been shrouded in mystery for centuries due to its grandeur and opulence. The sport has a rich history in Nigeria, dating back to the early 20th century. British naval officers introduced polo to Nigeria in 1904, playing on an airstrip in Ikoyi, Lagos, The first major competition was in 1914 between British Nigeria and German
Kameroun. The sport became popular with European expatriates due to the low cost of horses in Nigeria and financial support from the West African Frontier Force. The Emir of Katsina, Muhammadu Dikko, further developed the sport in Katsina after visiting Hurlingham in the 1920s. His team of four sons raised awareness of the game among the Northern
elites, and while there are various polo clubs in Nigeria, FirstBank has been sponsoring the Georgian Cup Polo Tournament in Kaduna for over 100 years, making it one of the longest-running sports sponsorships in the world. In fact, FirstBank donated the Georgian Cup in 1919 as the Kaduna Polo Club was founded by the British Army in 1919. Interestingly, the record sponsorship by FirstBank has since been filed by the Kaduna Polo Club for consideration by the Guinness Book of World Records under the category of the longest main sponsorship of a sporting world championship.

Today, the Georgian Cup is considered the most prestigious polo trophy in West Africa. Ever committed, FirstBank sponsors the Georgian Cup to support the growth of sports, nation building, and the economy. The 2019 edition of the epoch-making polo championship marked its centenary, which also coincided with the 125th anniversary of FirstBank Attesting to its international appeal, the 2019 edition of the Polo showpiece featured remarkable players such as Chris Mckenzie, the best South African polo player; Max Charlton, the Best British polo player, and other top Argentine players, amid many other professionals.

Aside from the Kaduna Polo Club sponsorship, FirstBank’s influence in the development of polo sports in Nigeria has over the years included Chukker African Patrons Cup Polo Tournament which has been on for 7 years

Hitting an Ace with Golf Since 1961

Lagos Amateur Open Golf Championship
Obasanjo Pro-Amateur Golf Tournament

Golf has a long and fascinating history in Nigeria, dating back to the early 20th century. The sport’s introduction to the country is often attributed to British colonialists who brought it to Nigeria in the early 1900s.

The first golf course in Nigeria was established in 1906 in the city of Lagos, with the Ikoyi Golf Club being the first and still one of the most iconic golf. courses in the country.

Thus, golf is another great sport in which FirstBank has been involved in sponsoring as part of its CR&S initiatives over the years. For instance, FirstBank has sponsored the Lagos Amateur Open Golf Championship at Ikoyi Club 1938 for over 60 years now, effectively making it the longest-running golf partnership in Nigeria.

FirstBank’s sponsorship of the Lagos Amateur Open Golf Championship is part of its First@ Sports initiative, which aims to develop sporting talent in Nigeria and globally. The golf tournament has attracted top golfers from within Nigeria and internationally, providing a platform for showcasing talent, promoting golf, and strengthening community engagement.

Indeed, according to the Bank’s own statement, the Lagos Amateur Open Golf Championship event ‘provides an avenue to pool amateur golfers from across Nigeria and beyond to compete, hone and improve their skills through the Beat the Pro Challenge`- longest drive, nearest to net- and stand chances of – winning different prizes.” Also, the event also includes coaching clinics for children to help build their skills and flair for the game. And while the Lagos Amateur Open Golf Championship had been a 36-hole game played over 2 days, the listing of the event on the World Amateur Golf Ranking (WAGR) in recent years, as administered by the USGA and R&A, now makes it a platform where amateur golfers internationally amass points for their rankings. Apart from the Lagos Amateur Open Golf Championship, FirstBank has also been sponsoring Obasanjo Pro- Amateur Golf Tournament, organised by the Abeokuta Golf Club, for the past 8 years now.
Today, the Obasanjo Pro-Amateur Golf Tournament remains fully sponsored by FirstBank in continued celebration of former President Olusegun Obasanjo, a globally respected Nigerian patriot and elder statesman

Elevating Tennis to Prestige Since 1985

Dala Hard Court Championship

Tennis is a lovely low-impact, non-contact sport that can be played for life. It is one of the most widely played and lucrative sports in the world. Tennis in Nigeria has a rich history, marked by success and challenges. as well as a growing appreciation for the sport across generations.

In Nigeria, tennis was introduced during the colonial period by the British in the early 20th century. The sport began to gain popularity in the 1920s and 1930s, with early tournaments being organised for the expatriate communities in Lagos and other urban centres. The Nigeria Lawn Tennis Association (NLTA) was formed in 1945 to oversee the development of tennis in the country. The Nigerian Open, established in the 1960s became one of the major tennis tournaments on the continent. attracting top players from both within Africa and internationally.

Over the years, there have been other competitive tennis tournaments in Nigeria. However, Dala Hard Court Championship is a popular one being sponsored by FirstBank for over 30 years running. The Dala Hard Court tournament started in the year 1986 in the ancient city of Kano and till now it is still the biggest Tennis National Tournament in the Northern part of Nigeria.

Now said to be the only surviving tennis tournament in Nigeria, the 37th edition of the Dala Hard Court Tennis Championships came up on November 15th to 23rd, 2024, held at the Kano Tennis Club, in Kano metropolis.

Community Development Initiatives

Transforming Generations via Education, Health and Welfare At FirstBank, community development initiatives are deeply rooted in strategic pillars of Education, Health and Welfare, reflecting the Bank’s steadfast commitment to sustainable business practices over several decades. The community initiatives are designed to not only meet immediate needs of society but also to foster long-term economic development and stability, ensuring a better future for generations to come.

Thus, the Bank’s dedication to community development is evident in the breadth and impact of its flagship programmes which include the following at a glance:

FutureFirst Programme:

Focused on equipping young Nigerians with financial literacy and entrepreneurial skills, this initiative prepares the next generation for success in a rapidly changing global economy.

Through workshops, mentorship, and training sessions, FirstBank empowers youths to make informed decisions, manage their finances responsibly, and cultivate a mindset for innovation.

Infrastructure Development Programme: Understanding that strong infrastructure is the backbone of thriving communities, the Bank invests in building and improving

Shining The Light On Education

FirstBank Essay Competition since 1978

As early as 1978, FirstBank commenced an Essay Competition for students in Nigeria’s secondary schools and subsequently higher institutions Interestingly, according to the Bank’s history, the winner of the first edition of the essay competition eventually became an employee of the Bank and rose to become an Executive Director of it.

By and large, the competition has remained committed to promoting intellectual development and encouraging students in Nigeria’s educational institutions to research and write about topical issues of national importance. The competition ultimately aims to engage Nigerian youth in finding solutions to national problems and to stimulate their interest in analysis, research, and writing Numerous winners have emerged in the competition, year after year till date, going on to become achievers in diverse areas of human endeavour

FirstBank Education Endowment Programme

Education is the bedrock of national development and a powerful tool for individual empowerment. As societies evolve, corporate organisations play a pivotal role in fostering academic excellence and innovation through education-focused CR&S initiatives. By sponsoring education, businesses not only contribute to societal advancement but also align their brand values with sustainable development goals, creating a legacy of impact that transcends generations.

Established in 1994, the Education Endowment Programme by FirstBank exemplifies a corporate commitment to advancing education and research in Nigeria Focused on federal universities across the country’s six geopolitical zones, this initiative is strategically designed to support groundbreaking research and enhance academic excellence.

The programme is built on four core objectives:

Enhancing overall academic excellence through impactful research.
Complementing the Federal Government’s efforts in the development of tertiary education.
Strengthening FirstBank`’s Corporate Responsibility and Sustainability (CR&S) framework through its Education strategic pillar.
Reinforcing the FirstBank brand as a driver of innovation and societal advancement.

The Education Endowment Programme is structured as a permanently restricted fund. The principal amount established in each university remains intact, with income generated from the find used to sponsor research projects, meet the programme’s objectives, and drive long-term academic advancement. According to the Bank’s internal communication, governance of the programme is entrusted to a board of trustees in each participating institution, chaired by the Vice Chancellor, with representatives from the university and the Bank. This governance structure ensures accountability and alignment with the programme’s objectives. Key features include annual research grants, public presentations of research findings, and awards for the top three graduating students in the designated field of focus.

Over the years, numerous Nigerian universities have benefited from this impactful programme. Some of the highlights include:

Abubakar Tafawa Balewa University: Engineering Technology.
University of Lagos: Business Ethics.
Federal University of Technology, Akure (FUTA): Computer Science
Nnamdi Azikiwe University: Banking and Finance University of Agriculture, Makurdi: Agronomy.
University of Benin: Computer Science.
University of Maiduguri: Water Resources Engineering
University of Uyo: Petroleum Engineering.
Usman Dan Fodio University, Sokoto: Veterinary Medicine.
Bayero University, Kano: Paediatrics.

The programme has been particularly vibrant at the Federal University of Technology, Akure (FUTA), where it continues to support transformative research in communication and technology, further solidifying FirstBank’s reputation as a champion of innovation and academic excellence.

So, through the Education Endowment Programme FirstBank reaffirms its commitment to education as a pillar of sustainable development, creating a lasting impact on society and fostering the next generation of leaders, thinkers, and innovators. But that is not all. Beyond the foregoing, FirstBank has also invested in educational infrastructure development
projects in higher institutions of learning across the country. In fact, all the infrastructure facilities that FirstBank has over the years helped provide in educational institutions, healthcare centres and environmental projects are all geared towards improving the quality of life for Nigerians

FutureFirst Programme

In further entrenching its leading position in knowledge empowerment, FirstBank has evolved FutureFirst, a unique programme designed to ensure the Nigerian youth are financially independent through fulfilling careers and the right financial knowledge.

In other words, the FutureFirst initiative equips secondary school students with essential skills in career planning, financial literacy, and entrepreneurship.

Through activities like the Youth Empowerment Series, UI Career Fair, and partnerships with Junior Achievement Nigeria (JAN), the programme fosters informed decision-making and practical knowledge among students The financial literacy pillar focuses on educating students on effective money management and financial inclusion. This includes participation in Global Money Week and World Savings Day, where FirstBank adopts schools across Nigeria’s six geo-political zones to teach savings culture using JAN-designed modules Over 85,000 students nationwide have benefited from these efforts.

The initiative also emphasises career readiness and entrepreneurship through experiential programmes like JAN’s “‘Company of the Year” (COY). Students form and run mock companies, applying theoretical knowledge to real-world business operations. Winners of the National COY competition, sponsored by FirstBank for a decade, represent Nigeria at the African Regional competition.

With over 40,000 staff volunteering hours invested, FutureFirst continues to shape the future of Nigerian youth, empowering them with critical skills for lifelong success.

E-Learning Programme

In an increasingly digital world, virtual resources are being used to break barriers to education. This is another critical area of education where FirstBank has exerted its industry-leading impact investing via its e-Learning Programme

In response to the COVID-19 Lockdown and the subsequent closure of educational institutions nationwide, FirstBank launched its e-learning initiative to help bridge the learning gap and keep children engaged during this unprecedented period. Recognising the potential impact of prolonged idleness on children, the initiative was designed to address their unique educational needs, ensuring they remain resourceful, competitive, and at par with their peers globally.

To expand the e-learning initiative’s reach and effectiveness, FirstBank partnered with the Lagos State Government, Robert & John, IBM, and Curious Learning. As part of this strategic collaboration, FirstBank also donated 20,000 e-learning devices to the Lagos State Government, facilitating speedy access to the initiative across the country and reaffirming the Bank’s commitment to education and innovation.

The initial ambitious target of the Bank was to move up to one million pupils to e-learning However, the initiative eventually positively impacted over 150,000 individuals as the pandemic receded and abated a couple of years later. Still, the impact of the FirstBank e-learning project also influenced the long-term concern of Nigerians in the evolving digital transformation. That is, aside from the urgent imperative of on-boarding the pupils on to e-learning platform. The FirstBank intervention further helped many Nigerian youth to acquire competitive digital skills.

It is instructive that FirstBank also raised a FirstEdu Loan in billions to further help cushion the negative impact of the COVID-19 crisis by providing private schools in Lagos State and across Nigeria with low-interest finance.

Infusing Healthcare with First-rate Vitality

Health remains a vital asset of any society and FirstBank has always been socially responsible and committed to enhancing access to quality healthcare in underserved communities in Nigeria, recognising its critical role in fostering economic growth and national development. Through targeted CR&S initiatives, the Bank consistently addresses health challenges while promoting healthy living across Nigeria.

One notable initiative is the FirstMed health financing solution, a tailored programme offering financial support with flexible repayment options and low-interest rates. This enables individuals and families to afford quality healthcare services without undue financial strain

Additionally, FirstBank actively sponsors impactful health campaigns, such as the annual Walk Against Cancer, which unites diverse participants to raise cancer awareness and funds for research and treatment. These events not only educate the public but also inspire collective action towards
combating life-threatening
illnesses.

The Bank’s partnerships with healthcare providers to supply medical equipment and build facilities in underserved areas have significantly improved healthcare delivery. The Bank has partnered with over 22 charities and foundations, including the Down Syndrome Foundation, Sickle Cell Foundation, and Nigeria Red Cross Society.

By reducing the prevalence of preventable diseases and enhancing overall health outcomes, these efforts bring tangible benefits to communities that might otherwise face limited healthcare access. For instance, FirstBank once donated a modern primary healthcare centre to the Ijedodo community in Lagos West Senatorial District. FirstBank has also provided assistance to beneficiaries, including students, petty traders, and people with health challenges. For example. FirstBank helped Baby Ijeoma, who had a heart condition and needed corrective surgery in India.

FirstBank further demonstrated its leadership during the COVID-19 pandemic by donating ₦1 billion to the Coalition Against COVID-19 (CACOVID). This vital contribution supported the national response led by the Federal Government, NCDC, and WHO, reinforcing FirstBank’s role as a key player in public health advocacy and intervention.

In its CR&S Week event this year, the Bank also committed its heart to women’s health and empowerment, most especially via a strategic partnership meant to intervene in Vesicovaginal Fistula (VVF), a serious medical condition affecting women in Northern parts of Nigeria.

According to news on this critical issue, FirstBank has collaborated with local health organisations in Jigawa and Plateau states to provide VVF surgeries, aftercare kits, and empowerment opportunities to over 400 women.

A First-Class Heartbeat for the Environment

FirstBank actively champions sustainable development through strategic initiatives that enhance the well-being of customers, communities, and the environment. Over the years, the Bank has implemented forward-thinking policies and projects to drive social impact and environmental preservation in Nigeria and elsewhere.

In Nigeria, the Bank’s Green Club engages secondary school students in environmental education and sustainability practices. Through workshops, activities, and events, the club cultivates a new generation of eco-conscious citizens dedicated to environmental protection.

In Ghana, FirstBank’s investments in renewable energy projects, spanning solar, wind, and hydro, have provided clean, affordable energy to local communities. These initiatives not only reduce carbon emissions but also improve living standards and reduce reliance on fossil fuels, aligning profitability with social responsibility.

Furthermore, FirstBank, as a relentless champion of societal values, has extended its commitment to environmental sustainability through collaboration with the Nigeria Conservation Foundation (NCF). Under its Green Recovery Nigeria initiative, the Bank in 2023 committed to planting 50,000 trees by 2025, playing a pivotal role in advancing reforestation and reducing carbon emissions in Nigeria. By 2024, an impressive 31,000 trees have already been planted across various regions, reflecting FirstBank’s unwavering dedication to climate action and ecological preservation. This tree-planting effort not only sequesters atmospheric carbon dioxide but also enhances biodiversity and ensures lasting environmental benefits.

Specifically, earlier in its CR&S Week this year, First Bank had launched a massive tree planting project in several states including Ogun, Oyo, Cross River, Kano, Kaduna, Plateau, Ebonyi, Ondo, Anambra, Edo, the Federal Capital Territory (FCT), Niger, Benue, Jigawa, Bauchi, and Lagos.

These environmental efforts continue to prove FirstBank’s commitment to a sustainable future, blending corporate success with the preservation of natural resources for the future. Still, in a world yearning for more concerted efforts at dealing with the disastrous consequences of climate change, FirstBank can do more by adopting eco-friendly practices in its banking environments and operations.

Making Nigerians Millionaires with the ‘Win Big Promo’

Promotional campaigns play a crucial role in the Nigerian banking sector, significantly influencing customer engagement, brand visibility, and overall market competitiveness As financial institutions navigate a rapidly evolving landscape, effective marketing strategies become essential for fostering customer loyalty and attracting new clients.

In Nigeria, where the banking sector is highly competitive, banks utilise various marketing strategies to differentiate themselves from competitors These strategies often include social media promotions, advertising campaigns, and community engagement initiatives. By increasing visibility, banks can establish a stronger presence in the market, making it easier for consumers to recognize and choose their services over others.

Effective promotional campaigns are also vital for both customer acquisition and retention. By highlighting unique products and services through targeted marketing efforts, banks can attract new customers who are seeking specific financial solutions. Furthermore, loyalty initiatives and personalised marketing efforts help retain existing customers by reinforcing their relationship with the bank.

As a customer-friendly bank, FirstBank has engaged promotional initiatives to reward its customers over the years. A stellar example is its Win Big Promo, an exciting offer that rewards both existing and new customers of the Bank with millions of naira in prizes after meeting certain conditions. The Win Big Promo is a well-executed campaign that has benefitted both customers and FirstBank. First, it helps to increase customer loyalty and satisfaction. By rewarding customers for their business, FirstBank is showing them that they are valued. This would have led to increased customer retention and referrals.

Second, the Win Big Promo helps to attract new customers. The prospect of winning a cash prize is a powerful incentive for people to open a bank account with FirstBank. This can help to grow the Bank’s customer base.

Third, the Win Big Promo helps to generate positive publicity for FirstBank. The campaign is widely publicised through various media channels, and this helps to increase brand awareness and improve the Bank’s reputation.
FirstBank has done an excellent job of communicating the Win Big Promo across various media channels. The Bank has used a variety of channels to reach its target audience, including:

Social media: FirstBank has an active presence on social media platforms such as Facebook, X, and Instagram The Bank uses these platforms to promote the Win Big Promo and to engage with customers.

Television: FirstBank has aired television commercials promoting the Win Big Promo. These commercials have been very effective in reaching a wide audience

Radio: FirstBank has also used radio to promote the Win Big Promo. Radio commercials are a cost-effective way to reach a large audience.

Print media: FirstBank has placed advertisements in newspapers and magazines to promote the Win Big Promo Print media is a good way to

Digital media: FirstBank has also used digital media to promote the Win Big Promo. The Bank has created a dedicated website for the campaign, and it has also used email marketing to reach customers.

Some customers of the Bank who participated in the Win Big Promo have not only become richer through cash prizes they won, but they have also become more active in using their FirstBank accounts and participating in other Bank promotions.

So, FirstBank’s Win Big Promo is a successful marketing campaign that has had a positive impact on the Bank and its customers. The campaign is well-executed, well-communicated, and has achieved its objectives. It has demonstrated FirstBank’s commitment to societal welfare, improving its public perception and fostering a sense of loyalty among customers who value ethical banking practices.

Spicing The Festive Season With DecemberIssaVybe

Since its inception in 2018, FirstBank’s DecemberIssaVybe initiative has become a signature CR&S programme, strategically designed to engage the younger Nigerian demographic while promoting the creative and entertainment industries in Nigeria Under its First@Arts banner, the Bank has seamlessly merged lifestyle marketing with impactful social investment, supporting music, arts, comedy, fashion, and sports to foster youth inclusion and customer engagement.

The DecemberIssa Vybe campaign stands out as a high-impact, 30-day series of activities aimed at evoking joy and togetherness during the festive season.

Anchored on the spirit of celebration, this initiative has grown into a defining moment for the Bank’s engagement with its customers and staff, especially younger audiences. It serves as a platform not only for recreation but also for family bonding, cultural promotion, and economic empowerment.

Milestones and Impact include the following:

Engaging the Youth Segment

By sponsoring diverse events such as musical shows, stage plays, art exhibitions, food fairs, and fashion showcases, FirstBank’s DecemberIssaVybe has successfully connected with Nigeria’s youth during the festive season, leveraging the universal appeal of entertainment. Through these experiences, FirstBank has cultivated brand loyalty and fostered meaningful connections with young customers, who represent the future of banking.

Promoting the Creative Economy

The initiative has provided a boost to Nigeria’s creative industry by creating platforms for local talent to shine. FirstBank’s sponsorship of concerts and festivals has supported popular and upcoming artists. designers, chefs, and comedians, contributing to job creation and the growth of the entertainment value chain.

Customer Rewards and Engagement

Beyond the entertainment, FirstBank has creatively rewarded customer loyalty through interactive activities such as raffle draws, arcade games, and social media challenges. Winners have received tickets, cash prizes, and branded gifts, reinforcing positive brand association while ensuring active participation.

Diaspora Engagement:

FirstBank’s inclusion of a “homecoming” element in the DecemberIssaVybe lineup, tailored for returning Diaspora Nigerians (commonly referred to as IJGBS-“I Just Got Back”), demonstrates the Bank’s recognition of this key customer segment. Events celebrating Nigerian food, culture, and local music have offered a nostalgic and immersive experience for Diaspora participants, strengthening ties to the homeland and expanding the Bank’s influence globally.

Nation-Building and Social Cohesion

By supporting events that bring people together during the yuletide season, FirstBank has contributed to fostering a sense of unity and national pride. The campaign’s focus on family-friendly and community-based activities underscores its role in promoting values that transcend financial services.

Critical Assessment

While DecemberIssaVybe has achieved significant milestones, its full impact lies in its ability to translate cultural engagement into measurable social and economic benefits. For instance, the initiative could further deepen its impact by:

Tracking Economic Contributions: Quantifying the value created for the creative and entertainment sectors through job opportunities, artist exposure, and vendor participation.
Expanding Inclusivity: Enhancing access for underserved communities, such as providing complimentary tickets or organising events in less urbanised areas to democratise the
experience.
Sustainability Efforts: Integrating environmentally sustainable practices into events, such as waste management and the use of eco-friendly materials.
Skill Development: Adding workshops or mentorship programmes for young creatives to foster talent development and industry growth beyond entertainment.

No doubt, DecemberIssaVybe has proven to be another authentic demonstration of FirstBank’s commitment to delivering value beyond traditional banking, creating moments that resonate intensely with Nigerians while contributing to economic and cultural growth. As the initiative continues to evolve, its potential to inspire, entertain, and empower remains boundless reflecting the Bank’s ethos of putting customers and communities first.

Sparking A Better Society One Act at A Time

Corporate Responsibility and Sustainability (CR&S) Week

Again and again, FirstBank has distinguished itself as a corporate leader in social responsibility through its impactful Corporate Responsibility and Sustainability (CR&S) Week. This annual initiative launched in 2017, has become a hallmark of the Bank’s commitment to fostering positive change within communities in Nigeria and beyond. The CR&S Week exemplifies FirstBank’s brand promise, You First, by promoting acts of kindness, driving sustainable development, and inspiring individuals and organisations to create meaningful change in their immediate environments.

Each edition of the CR&S Week has built on the foundation of SPARK, an acronym for Start Performing Acts of Random Kindness. Through SPARK, FirstBank promotes values such as compassion, civility, and charity, encouraging society to embrace kindness as a way of life. From its inception, SPARK has impacted over 40.000 beneficiaries across West Africa, demonstrating the transformative power of small, intentional acts of kindness.

The initiative’s reach extends across multiple fronts, including:

SPARK School Engagements: Cultivating kindness among students by embedding SPARK values in their formative years.
Comments Day: Encouraging uplifting words to brighten others’ lives.
Community Outreach: Supporting vulnerable groups such as orphans, internally displaced persons (IDPs), widows, and persons living with disabilities.
Environmental Sustainability: Collaborating with the National Conservation Foundation to plant 50,000 trees by 2025, symbolising long-term commitment to preserving the planet.

Each year’s CR&S Week theme reflects FirstBank’s mission to inspire positive societal change. For instance, the following are themes which have inspired previous editions of CR&S Week:

2017: Promoting Kindness: Putting You First- Sparked the call for kindness as a cornerstone of daily life.
2018: Touching Lives: YouFirst- Highlighted the power of small. meaningful gestures in transforming lives.
2019: Ripples of Kindness: Putting You First – Reinforced SPARK values of compassion, civility, and charity.
2021: Kindness: A Way of Life-Focused on embedding kindness in workplaces, marketplaces, and communities.

So far, FirstBank’s dedication has yielded measurable results:

Renovation of 15 educational institutions to improve learning environments.
Sponsorship of research in 10 colleges and universities.
Support for 83 orphanages, IDP camps, and NGOs,
Financial literacy and entrepreneurship training for over 260,000 students.
71,015 hours of volunteer service contributed by FirstBank staff

Yet, even amid the COVID-19 pandemic, FirstBank’s commitment to CR&S remained unwavering. In 2020, despite the inability to host a physical CR&S Week, the Bank pivoted to initiatives addressing urgent needs, such as:

Distributing palliatives to vulnerable Nigerians
Launching special loan schemes for women-led businesses and school proprietors.
Driving e-learning platforms to ensure uninterrupted education for hundreds of thousands of children.

Thus, FirstBank`s CR&S Week is more than a corporate initiative: it is an invitation to individuals, businesses, and communities to embrace kindness as a transformative force. By championing this cause, FirstBank has proven that sustainable development and human connection go hand in hand.

As SPARK continues to inspire and grow, FirstBank remains a bastion of corporate responsibility, leading the way in creating a kinder,more inclusive society. Whether through simple acts like donating a meal or complex initiatives like tree planting and education reform, the message is clear: Kindness is not just an act; it is a way of life.

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Oluwakorede Adebisi

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A Glance At FirstBank Strategic CR&S Campaigns Over The Years

The Significance of Corporate Responsibility and Sustainability in Financial Sector