Ecobank Malawi has hailed Football Association of Malawi (Fam) for winning Best Social Marketing Initiative through the 2019 Charity Shield.
“Ecobank as a sponsor is grateful for the award and congratulate Fam for coming up with this great initiative,” the bank’s Managing Director, Charles Asiedu, said in a statement issued on Tuesday.
The Ecobank Fam Charity Shield won the award at a Marketing Excellence Awards held on Saturday at Amaryllis Hotel in Blantyre.
Asiedu said the main objective of the Charity Shield was to mobilise football fans in the fight against the killings, abductions, discriminations and persecution of people with albinism in Malawi.
“The funds collected during the football matches were used to purchase a patrol vehicle, Ford Ranger, for the Association of Persons Living with Albinism (Apam). Ecobank would like to thank Fam for the partnership, Apam and all football fans in Malawi for supporting this great cause,” he said.
Fam President, Walter Nyamilandu, said the Charity Shield was a game changer.
“The award is also a sign that the brand of football is gaining prominence as we have been building it through various initiatives such as the Charity Shield. Great strides have been made to commercialise the game and to be relevant to the community in which we operate through our corporate social responsibility activities,” he said.
Chartered Institute of Marketers Malawi President, Golden Banda, said the Social Marketing Initiative of the Year Award was to be won by a non-profit organisation which best executed marketing excellence aimed at behavioural and perception change.
“Fam displayed top level execution skills by running the Ecobank Charity Shield which played an advocacy role against killings, abductions, discrimination and all manner of barbaric acts targeting people with albinism,” he said.
Fam Commercial and Marketing Director, Limbani Matola, received the award on behalf of the association.