"Barkan" Concludes "Free Kuwait" with Initiatives to Enhance Values
“Between Us and It, a Covenant” united documentary filmmaking, television, cinema, journalism, and universities.
Events were held across branches, featuring direct audience engagement as a tribute to those who carried their nation’s voice to the world.
Dana Al-Jasim: A firm covenant exists between Kuwait and its people, inherited by children from their parents and renewed by each generation.
In line with its steadfast commitment to preserving Kuwait’s distinguished heritage and reinforcing the values that shaped its national identity, Bank of Kuwait and the Middle East (BKME) concluded its “Free Kuwait” campaign, which spanned a full month. The campaign commemorated the 36th anniversary of the brutal Iraqi invasion of Kuwait, recalled one of the most prominent milestones in its modern history, and introduced new generations to the meanings of resilience, unity, and sacrifice embodied in that era.
Launched under the slogan “Between Us and It, a Covenant,” the campaign revived the phrase “Free Kuwait,” which symbolized the resilience and will of the Kuwaiti people during the invasion, carrying Kuwait’s name and cause to the world when the country’s borders were closed.
Committed to keeping this national memory alive across generations, BKME did not limit its campaign to commemorating the anniversary on a single day. Instead, over the course of a full month, it presented a series of initiatives and content across various platforms, focusing specifically on introducing young Kuwaiti generations to the stories of those who carried the “Free Kuwait” message, highlighting the courage and sacrifices they demonstrated in defense of their homeland and cause.
The documentary “Free Kuwait” served as a central pillar of the campaign. Produced by the bank in collaboration with the Sunyar Group, it was based on firsthand testimonies from men and women who lived through that period and contributed to conveying Kuwait’s voice and cause to the world. The documentary documented diverse personal experiences and stories, ranging from media appearances and national efforts to courageous individual stances, all united by an unwavering single goal: “Freedom for Kuwait.”
Commenting on the campaign, Dana Al-Jasim, Director of Corporate Communications, stated: “Within the framework of the bank’s commitment to the Environmental, Social, and Governance (ESG) agenda and corporate social responsibility—which extends beyond its daily banking operations—the bank believes in the importance of supporting initiatives that contribute to preserving national heritage and authentic Kuwaiti values, and in working to consolidate and transmit them to the younger generations in Kuwaiti society.”
She added: “The slogan ‘Between Us and It, a Covenant’ carries meanings far beyond merely recalling a memory on a specific date each year. It embodies our recognition of the values and principles upheld by previous generations, our appreciation for every contribution, no matter how modest it may have seemed at the time, and our determination to carry forward the same spirit of belonging and responsibility into the future. A firm covenant exists between Kuwait and its people, inherited by children from their parents and renewed by each generation.”
Over the course of a full month, the “Free Kuwait” campaign extended beyond the documentary and BKME’s platforms. The bank partnered with the Ministry of Information to have the film broadcast more than four times on Kuwait Television, thereby bringing these firsthand testimonies to communities across the country. Additionally, the bank hosted a member of its team on Kuwait Television’s morning program to discuss the campaign and its objectives, contributing to expanding community engagement with its national message.
The film’s reach extended to local cinemas, where it was screened on the big screen to engage a broader audience beyond digital and television platforms. The bank also organized a special screening at the American University in Kuwait (AUK), giving students the opportunity to directly hear testimonies from their countrymen who lived through that era, and to learn about events that occurred before many of them were born, thereby bringing this historical milestone closer to a new generation.
As part of efforts to expand the campaign’s reach and strengthen its community presence, “Barqan” also hosted a full-day integrated event at 360 Mall, allowing visitors of all ages to closely explore the history of the “Free Kuwait” campaign and its enduring national symbolism to this day.
Concurrently, the campaign extended to “Barqan” branches across Kuwait, where commemorative “Free Kuwait” T-shirts and special campaign gifts were distributed to visitors. The reissued version of the T-shirt retained the design and symbolism of the original “Free Kuwait” campaign, creating a tangible link between the message carried by Kuwaitis in 1990 and the generation encountering it today.
Internally, the “Free Kuwait” campaign united Bank Barqan employees at the headquarters and branches around its national mission. The bank prepared a special commemorative package for the occasion, including the “Free Kuwait” T-shirt, a badge, a phone sticker, and a special press release. The bank also invited its employees to write their pledges to Kuwait on a dedicated wall at its headquarters, which filled within just one hour with handwritten messages and phrases about their beloved country.
Through the “Free Kuwait” campaign, “Barqan” reaffirmed its commitment to preserving Kuwait’s national memory and ensuring that its stories remain present and shared across generations, enabling future generations to understand, narrate, and carry its message into the future. By combining living testimonies, contemporary platforms, and direct audience engagement, the campaign honored those who contributed to writing the “Free Kuwait” story through their sacrifices and stances, while simultaneously renewing the pledge that has defined its message from the outset: “A covenant between us and it.”
Over the course of a month, the “Free Kuwait” campaign achieved more than 2.8 million views across various digital channels, along with over 25,700 interactions on the bank’s Instagram, X, and YouTube platforms, reflecting the continued presence of this chapter in Kuwait’s history and its impact across different generations.
As part of “Barqan’s” ongoing support for the national banking awareness campaign “Let’s Be Aware,” the special edition of the “Free Kuwait” newspaper included a banking awareness message highlighting the importance of protecting banking information and data, and relying on electronic channels and official websites when conducting banking transactions, thereby integrating financial awareness with the campaign’s national message.
The bank also extended a tribute of appreciation and gratitude to everyone who contributed to the original “Free Kuwait” campaign and played a role in conveying Kuwait’s cause and voice to the world during the occupation.
