OCBC Hong Kong empowers community to pursue dreams with ‘Aspiration Leave’ campaign
The bank’s brand campaign encourages purpose-driven living, championed by Paralympian Ho Yuen-kei
Devising ways to help individuals pursue their aspirations requires innovative solutions that challenge employers to support the ambitions of their staff. Since its inception, OCBC has made considerable efforts to help people and communities realise their aspirations, right across the business and societal spectrum.
In the spirit of creating a tangible positive impact, OCBC Hong Kong has launched a new brand campaign that places individual purpose and community at its core. The “Aspiration Leave” initiative invites members of the public to share their personal goals and the steps they are taking to achieve them, with selected individuals receiving a HK$500 Klook voucher to put towards their future endeavours.
The campaign was launched in July and features champion athlete Ho Yuen-kei, a Hong Kong gold medallist in the women’s individual BC3 boccia event at the Paris Paralympics. Her journey of overcoming adversity, the bank says, reflects its own entrepreneurial and resilient spirit – exemplified by its commitment to supporting small and medium-sized enterprises (SMEs).
Guided by the campaign theme, “Purpose is about lifting others”, OCBC Hong Kong aims to encourage individuals across the city to take meaningful steps towards achieving their aspirations, while also supporting and uplifting those around them.
Ho’s statement, “I need to fill my glass with water before I can pour for others”, captures the campaign’s ethos of self-fulfilment as a foundation for doing good. Born with spinal muscular atrophy, her story of success is characterised by determination, courage and never giving up. “Instead of focusing on the 100 things I can’t do, I focus on the 100 things I can,” she says, recalling a piece of encouraging advice from her mother.
In Hong Kong, this message takes on unique significance. The city’s dynamic energy, entrepreneurial spirit and cultural resilience present a fitting backdrop for a campaign that celebrates grit and momentum.
Ho’s story is part of a four-part series in OCBC’s campaign that features inspiring individuals across Asia who pursue their passions despite personal challenges. The other three stories from the campaign feature Beverly Wan, the founder of Singapore’s first home-grown circus; Nash Jalaludin, a hotelier who moved back to his hometown of Lenggong in Malaysia to manage a guest house and help the community; and Narendra Archie, a chef and consultant dedicated to promoting Indonesian cuisine.
A key component of the campaign is the bank’s collaboration with selected local SMEs. Employees of participating companies are encouraged to turn their annual leave into Aspiration Leave to pursue personal goals, giving them time to recharge, learn or contribute in meaningful ways outside their regular work. More than 100 employees have already taken part in the initiative.
Participating companies benefit from funding support and promotional exposure provided by OCBC Hong Kong. More importantly, the programme allows them to cultivate stronger relationships within their teams, fostering a workplace culture that values both personal well-being and professional growth.
“Through this campaign, we aim to inspire individuals not only to pursue their own aspirations but also to uplift those around them,” says Wang Ke, CEO of OCBC Hong Kong, adding that the initiative also demonstrates the bank’s dedication to empowering SMEs. “As a vital pillar of Hong Kong’s economy, SMEs are driven by passionate individuals who strive to make meaningful contributions to society. OCBC Hong Kong is proud to stand alongside them and support them in their journey towards realising their aspirations.”
OCBC actively supports SMEs, entrepreneurs and vulnerable communities through targeted programmes, as well as providing loans and grants that go beyond traditional financial service offerings. One of the bank’s offerings – the OCBC Women Unlimited programme – addresses an underserved and growing sector; it was launched earlier this year to support entrepreneurial women in expanding their business.
Aside from serving the public, the bank also strives to provide resources and opportunities for staff members to grow as individuals. In 2024, 14,000 OCBC junior employees across its 19 markets received a total of S$9 million (US$7 million) to help them meet rising living costs. Volunteer work is also encouraged, with OCBC employees logging more than 18,000 hours of service last year, supporting over 40,000 beneficiaries.
With a comprehensive suite of banking and wealth management services, OCBC continues to support individuals and enterprises at every stage of their journey. As part of the bank’s “One Group” strategy, it is committed to expanding its operations across Asean nations and China, leveraging its extensive network and deep relationships within the region.
The Aspiration Leave initiative arrives at a time when the people of Hong Kong are re-evaluating work-life balance and the importance of mental health. OCBC Hong Kong’s approach recognises that employee well-being directly contributes to business success, and by extension, economic resilience.
As the campaign continues to unfold, OCBC Hong Kong will share more uplifting stories from SMEs and individuals across its social media channels. The bank hopes the initiative will spark conversations about purpose and help people achieve a sense of personal fulfilment.