You against debt was a movement designed to rally the public against a life of debt through compelling promotion activities such as:

The Chains of Debt

A young man lugs slowly around KL with huge blocks that make the word “DEBT” chained to his leg. It’s a clear demonstration of how debt slows one down from reaching his potential.

Swallowed by Debt

A young woman arrogantly walks away from one of our crew who’s trying to advise her on the burdens of debt. And before she knows it, she’s swallowed by the debt balloon. It shows how ignorance can easily lead one into debt.

Public Call to Arms

The campaign also saw a staged protest by:

- street demos

- fliers

- graffiti art placed strategically

Mapped against the business objectives of acquiring 80,000 signups a month starting from March 2014, the You Against Debt campaign has garnered 100,000 sign ups on average per month since its launch in March 2014. This sees a 67% growth when sign ups were at an average of 60,000 and has exceeded expectations by 25%.

The You Against Debt campaign also saw 30% of its current base convert their old BSN Matrix Card card into the new BSN Visa Debit Card while 70% were new acquisitions.

The You Against Debt campaign made the BSN Debit Card one of the most popular debit cards amongst Malaysians. It significantly increased new acquisition for the bank with a total of 1.2 million signups YTD since its launch. But more importantly, BSN helped Malaysians reject a life of debt.