The joint initiative of Idram and IDBank “The Power of One Dram” is three years old. During this period, more than AMD 144 million have been collected and directed to 22 projects of public importance.

“The Power of One Dram” does not charge any additional money from the users who make payments through Idram and IDBank platforms, instead it charges one dram for each payment. Thus, by making a conscious decision to use these platforms, each person contributes to positive change.

Banks.am spoke about the idea of the initiative with Mher Abrahamyan, Chairman of the Board of IDBank, Tatevik Vardevanyan, Head of the Bank’s Communications Unit, and Arsene Kdenian, Director of Idram.

Responsibility toward the country you work in

Tatevik Vardevanyan

“The Power of One Dram” initiative is the joint corporate social responsibility program implemented by Idram and IDBank. It launched in 2020 and revolutionized the culture of charity and people’s perceptions about it. The essence of the initiative is as follows: Idram and IDBank transfer one dram for every payment made by users through their platforms. The “one drams” collected at the end of each program are directed to funds that solve key issues in our country and need this support the most.

Mher Abrahamyan

This is our largest and ongoing corporate social responsibility program. Our teams are convinced that every organization, every company can and should be helpful to the environment in which it operates.

Arsene Kdenian

I believe that such programs are pivotal for organizations as they reflect our responsible attitude towards the country and society we serve. It is heartening to see our employees willing to support such initiatives. It is an important part of corporate culture.

Idram staff often participates in various charity and volunteer activities, and we are proud that the team is fully aware of the direction adopted by the organization and contributes to its implementation.

Work and believe in a good cause

Mher Abrahamyan

“The Power of One Dram” started its journey during the difficult period of the coronavirus pandemic. Of course, it was hard at first. How will the users react, will this be an infectious and inspiring example for others? However, when a whole team works for the same goal and strongly believes in a good cause, the initiative succeeds.

“The Power of One Dram” continues and will continue its journey. This is one of the favorite initiatives not only of the team, but also of our users. We implement each month’s program with great love and devotion.

Arsene Kdenian

Today we can confidently say that the “Power of One Dram” initiative not only has become a reality but also developed significantly. Months ago, we announced the launch of “Power of One Dramik” initiative. As already known, the Idram Junior application, designed for teens and kids, is already operating. With Idram Junior, our young users also become part of positive change. We want to teach children not only financial literacy, but also to show the importance of doing a good deed. They should know from childhood that by helping others, they become even more powerful and strong.

Tatevik Vardevanyan

As already mentioned, the “Power of One Dram” initiative launched in June 2020. Lala Bakhshetsyan, the shareholder of Idram, was the first to formulate the goal for starting an interesting charity project. This was important, as the company aimed not only to provide high-quality, convenient and modern services, but also to support the society through all possible means.

Different units of the company weighed up, developed, refined the idea for quite a long time. As a result, today we have a unique program in Armenia implemented by IDBank and Idram on the one hand, and the users of these two companies on the other.

The initiative was launched by Idram company and later joined by its strategic partner IDBank, which shares the same ideas about corporate social responsibility.

Apart from financial accumulation, we take great care in selecting the beneficiaries of the given month, prioritizing initiatives that are currently making the most substantial impact on society and need the greatest assistance. Since with their payments our users contribute to the accumulation of “one drams”, in a sense, we also take into account the expectations of society. For example, now “one drams” are directed to meeting the needs of our compatriots from Artsakh. Even before the latest painful events, we had decided to support the young people in the sieged Artsakh to get education through the “Hayq to the World”  project.

In October, “The Power of One Dram” will support the “Hayordi” initiative, which sheltered 100 Artsakh citizens – all of them from the families of fallen servicemen. It is natural that today all our thoughts are with our compatriots forcibly displaced from Artsakh. At the moment, we are also directing the funds of the companies to meet their needs.

Power is people

Tatevik Vardevanyan

It is important to realize that “The Power of One Dram” has become a reality not only due to our team’s efforts, but also thanks to people. It is people who make payments and become the pillar of this initiative. We consistently receive positive feedback from our users. Every month they eagerly anticipate who the next beneficiary is - which organization we will support with their help. I can confidently say that these individuals have a strong sense of being an integral part of the initiative. It was heartwarming to hear a conversation between a 10-year-old boy and his mother in a store, where he insisted: “Mom, let’s pay with Idram; this month “The Power of One Dram” is helping the people of Artsakh.”

The “one flower”/“one dram” change

Mher Abrahamyan

Thanks to the “Power of One Dram” during these three years we were able to support 22 projects, allocating more than AMD 144 million gathered by “one drams”. Our users know how grateful we are for their decision to use our platforms.

In fact, “The Power of One Dram” proved that even one dram, one person can have a huge impact on the world around them, changing lives, enabling, educating and healing. Just one right decision can make you a part of a great and good cause.

Arsene Kdenian

Many positive changes start with small steps. I believe that small investments are the basis for big changes when there is unity. And we are definitely not alone in this endeavor. We have hundreds of thousands of users steadfastly backing life-changing initiatives each month.

Tatevik Vardevanyan

There is a misconception that only individuals or companies with large financial resources can engage in charity work. However, today we see many examples demonstrating that even people who have nothing, can do a good deed. Someone who collects garbage on the street every day and wants to clean up the city from garbage is also a benefactor. A volunteer or a person who donates money from purchases to a charitable organization are also philanthropists.

This culture is of great significance for our society. It is encouraging to see it gradually taking root especially among the younger generation. “The Power of One Dram” serves as tangible evidence that you don’t need large investments to support, help and make someone happy. Just one dram, one person, one right decision can change someone’s life. We like to say that it all starts with just one dram.

Yana Shakhramanyan

Photos by Emin Aristakesyan