• by Larissa Faw , March 9, 2017

Eastern Bank, the largest and oldest mutual bank in the U.S. and its agency CTP are launching the "Join Us For Good" campaign to shine a spotlight on people and organizations throughout New England.

The bank wanted to develop a message that speaks powerfully about some important social issues - like LGBT rights and immigration - in order to celebrate those who are making a difference in communities and encourage others to join together to “create a movement."

The TV spot uses a mixture of images of current events, happy individuals and organizations to detail the bank's mission to "do better than just being a good person." The call-to-action suggests that everyone can become a better person.

The campaign’s media buy includes a heavy TV rotation in the Northeast, digital, including mobile and the app Waze, as well as paid social and banners. Out-of-home appears throughout the region, including billboards, community posters and nighttime projections on buildings in downtown Boston during the weekend of March 11-12.

Eastern will also be engaging Bostonians on the street through a series of "surprise and delight events."
To jumpstart the campaign, the Selfies For Good giveaway supports Eastern’s upcoming 200th anniversary in 2018 by giving away $200 to five-hundred randomly selected  winners who submit a selfie using #JoinUsForGood on Twitter or Instagram through April 4. Images will be published across a gallery on the JoinUsForGood.com website.

"As a community bank, Eastern Bank’s success depends on a vibrant and prosperous community," says Paul Alexander. chief marketing and communications officer, Eastern Bank. "Join Us For Good is a tangible expression of our brand purpose and our commitment to doing things that help people prosper, the very reason we were founded in 1818."

CTP has been working with the bank in one capacity or another for about 15 years, and has been its lead agency for 11 years. Based in Boston, Eastern Bank handles more than $10 billion in assets and operates over 120 locations serving communities in eastern Massachusetts and southern and coastal New Hampshire.