Kuala Lumpur, Malaysia – RHB Bank has launched its 2026 Hari Raya campaign film titled ‘Ruang Harapan’ (Hope), developed with its long-time creative partner THE SHOUT GROUP (FCB SHOUT). The film draws inspiration from the story of Siti Rahayu Baharin, founder of Buku Jalanan Chow Kit (BJCK), an alternative learning centre for marginalised children in Kuala Lumpur.
The campaign tells the story of BJCK’s early beginnings. Founded in 2015, the initiative started as a cart filled with books placed in the back alleys of Chow Kit—an area historically associated with vagrancy and red-light activities.
Over time, the initiative evolved into a community learning centre providing free education, safe spaces, and meals to underprivileged, homeless, and undocumented children.
The film also portrays the challenges faced by Siti Rahayu Baharin and the children during the early stages of the project, including scepticism from the community, discrimination, and limited resources. It highlights how the initiative grew into a recognised space for alternative education and support for vulnerable youth.
Abdul Sani Abdul Murad, group chief marketing officer of RHB Bank, said the story reflects the organisation’s commitment to inclusive progress.
“Education and knowledge are among the few forces in this world that truly do not discriminate. They do not ask where you come from, what you own or what documents you carry. They simply empower those who are given access to them. Cikgu Siti’s selfless act of opening her heart to children who were often unseen and unheard is the very definition of progress. She did not wait for permission to make a difference. Instead, she created her own platform to uplift others. As a nation, we owe a great deal to individuals like her, because they are the backbone of our society. Their quiet courage strengthens the foundations upon which future generations will stand,” he explained.
He added, “Stories like hers encapsulate what RHB’s brand purpose of ‘Making Progress Happen For Everyone’ truly means… progress that is inclusive, compassionate and shared. As Malaysians gather with loved ones this Hari Raya, this story serves as a poignant reminder that the most meaningful open house is not defined by how wide we open our doors, but by how fully we open our hearts.”
According to THE SHOUT GROUP, the campaign concept centres on the cultural tradition of Hari Raya open houses, using it as a metaphor for broader social inclusion.
Tjer, executive creative director of THE SHOUT GROUP, said, “Hari Raya open houses are beautiful because they symbolise generosity. We open our doors and invite people to share what we have. But this story challenges us to go further. If we can open our homes during a festive season, can we also open our hearts to those who have been left behind? ‘Hope’ is built around BJCK’s own Raya open house, but its meaning goes far deeper than what the viewer sees. It is ultimately a question to society: How open are we, really? Are we willing to make room for others in our spaces, in our systems and in our future? We are incredibly grateful to our production partners at D Moving Pictures, GT Records and Film Troop for going above and beyond to honour this true story with the sensitivity and respect it deserves.”
The campaign marks another instalment in RHB’s festive storytelling initiatives, which aim to highlight social issues and community-driven efforts through narratives based on real people and experiences.
