Youth 4 Youth is a national oriented project consisting of a series of positive messages that youths will be passing on to other youths.

Through football, APS bank, in collaboration with the Youth FA, has launched an information and education campaign directly addressed to around 10,000 football nurseries’ youths and indirectly, but equally important, to about one quarter of the population since in Malta there are an estimated 93,000 young people under the age of 18.

During the launch at the Centenary Hall in Ta’ Qali, Alfred Triganza, senior manager marketing APS bank, underlined the discerning social commitment of the bank. This is continuously reflected in all the initiatives taken to date and in future projects that will be endorsed in favour of inter alia youths, sports, environment and culture.

“In the coming months the environment will be one of the priority issues in the campaigns that APS bank will be launching in order to continue to reflect its primary role in society not only as a financial institution but as a catalyst to further promote those values APS bank believes should contribute to build the character of the Maltese society,” Mr Triganza said.

An interesting characteristic in this campaign is that APS bank wanted to alter the traditional negative peer group pressure trend into a positive message with the youths themselves passing on the message to other youths.

“And whatever is done with the young generation is particularly important because it represents a tangible investment in the future of the country,” added Mr Triganza.

Commissioner for Children, Ms Sonia Camilleri, who attended the launch and addressed officials from the football nurseries, had words of praise for APS bank’s initiative because it deals with the four fundamental rights of children. “In particular this campaign gives a concrete significance to the right of participation since it is the youth that are portraying themselves as testimonials of the important value and role that sports and in this case football, play in their life,” said Ms Camilleri.

Fr Hilary Tagliaferro, Youth FA president, commented on how the initiative of APS bank translates a long term sponsorship into synergies and action towards the development of the Maltese youths.

“Nurseries, more than improbable stars have to nurture the men of tomorrow,” concluded Fr Hilary.