Bank of Valletta will be providing financial assistance to students buying scooters in a bid to boost this environmentally-friendly, economic and practical means of transportation, a spokesman for a leading scooter importer said.

The financial assistance will be offered through the BOV Club - Student Loan Scheme, the spokesman for M. Demajo & Co. Ltd, importers and distributors of Piaggio scooters, explained.

The company has launched a marketing and PR campaign to promote a scooter-driving culture, especially among students. It has put the message across during the Freshers' Week at the University of Malta. It is also lobbying the government to cut registration tax on scooters in order to make them more affordable to students.

The company argues that commuting by riding scooters would save the environment, reduce traffic congestion, and control air and noise pollution.

For the future, M. Demajo and Co. Ltd is planning more initiatives to press its message home and intends to rope in major stakeholders, such as the Malta Transport Authority and the Police Force.

"The initiatives already taking place, and the upcoming projects and future efforts to establish this new culture are countless. The envisioned idea of creating a culture of practical, environmentally-responsible and friendly students is in its first phase. Nevertheless, the outcomes will be innovative and promising," the spokesman said.