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Fidelity Bank is pursuing a program of financial inclusion, with a number of initiatives that are geared to promote active participation by consumers in banking. These long-term initiatives are critical components of the bank�s national development agenda. At the heart of the Fidelity Bank story is a deep desire to impact the lives of Ghanaians. The bank was established in 2006 as an indigenous enterprise � a Ghanaian business that sees its growth and future in the prosperity of the people of Ghana. A key pillar of the Bank�s vision is the transformation of the lives of the people of Ghana. In setting up the bank, the founders were in-spired by the idea that for Ghana to rise to middle income status, a critical mass of consumers is needed to play an active role in the country�s financial system. Mr. Jim Baiden, Deputy Managing Director of Fidelity Bank, made these remarks on the occa-sion of the first monthly draw of the Bank�s Big Fat Zero Promotion and the launch of the latest addition to the Bank�s branch network- the Nungua Branch. The first monthly draw of the Big Fat Zero Promotion was held at the Bank�s newest branch at Nungua, Accra - the 46th in its network. Fidelity Bank�s branch expansion across the country is part of its strategy to enhance access to financial services and bring banking services to the door steps of Ghanaians, and is now the fourth in the country in terms of number of branches. Mr. Baiden indicated that out of an adult population of over 15 million people, only 35% are banked, and that there is a dire need for financial institutions in Ghana to address the issue with strategies and initiatives that will bring more people into the banking system. He indicated that Fidelity Bank is creating opportunities for consumers to join the Bank�s growing pool of custom-ers through its Big Fat Zero Promotion, as part of its solutions to address the banking culture problem. He said that Ghanaians are known to be enterprising and industrious, and that Fidelity Bank recognises that importance and the need to empower its existing and potential customers, not only to pursue their dreams and aspirations, but also to have the financial means to cater for the basic necessities of life. �We can do that when we give them the purchasing power to attain it�, he added. The launch of an innovative promotion in the consumer banking space - Fidelity Bank�s �Big Fat Zero Promotion� under the theme, �A Zero Can Change Your Life�, represents a new idea in consumer promotions in the banking industry. According to Mr. Jim Baiden the promotional idea was to reward new and existing customers of the Bank with the Bank�s stock-in-trade: money. The purpose of this promotion is to attract new customers into our banking family, and also to give existing customers the chance to be rewarded for their continued custom, and their faith in us. �Beyond this, the promotion will enable the bank have access to a bigger pool of deposits with which it can support the nation�s growing SME base. Our objective is to be able to support business investments with low cost lending, which should have multiplier effects, including in-creasing employment in the country�, Deputy Managing Director Jim Baiden explained. He added that the launch of the Fidelity Big Fat Zero Promo was also to inculcate a savings cul-ture in Ghanaians, hence the call-to-action for participation being �Deposit and maintain�. In the first monthly draw, three lucky customers will have a zero (�0�) added onto their existing maintained balance with Fidelity Bank over the past month. The promotion has generated huge excitement among customers and has become the talk-of-the-town in banking circles. There will be monthly draws in the two-phase promotion, with a �double-zero� (�00�) Grand Draw Prize to be awarded in March 2014.