APS Bank has launched a series of six new advertisements highlighting its everyday banking services. Each advert features members of Malta’s Deaf Association communicating key messages in Maltese Sign Language, accompanied by voiceover and captions so that the message reaches all audiences. These were produced in collaboration with the Maltese Sign Language Council and Malta’s Deaf People Association. The logos of both bodies appear in the adverts, underscoring their endorsement and the strength of the partnership.
Aired on television and online, these adverts form part of APS Bank’s commitment to inclusion and to its vision of being deeply rooted in the local community. They aim to ensure that all customers, including those who use Maltese Sign Language, can fully access information about banking services.
Aida Cassola, Brand & Marketing Manager at APS Bank said: “At APS Bank, we believe banking should be accessible to everyone. By introducing adverts in Maltese Sign Language, we are not only reaching out to a wider audience but also reinforcing our commitment to inclusion and community. ”
Annabelle Xerri, Chairperson of the Maltese Sign Language Council, said: “ We are proud to have collaborated with APS Bank, a leading brand that genuinely recognises the importance of inclusion and representation. These advertisements represent a powerful step forward for meaningful representation within the Deaf community.”
To learn more about our everyday banking services, visit apsbank.com.mt/everyday-banking.
