Citizens
Bank's new ads laud volunteerism
Citizens Bank is spotlighting community in its newest advertising
pitch.
The bank kicked off its ``Join Us'' campaign yesterday with a TV
commercial in New England and the Mid-Atlantic regions. Citizens
will release the campaign in the Midwest in late August.
The ad urges customers to get involved in their communities.
Citizens is also providing a search engine through its Web site
to help people find volunteer opportunities based on location or
area of interest.
``Our focus is on how we can help nonprofit (organizations),''
said Debby Miller, senior vice president and director of corporate
affairs for New England.
The campaign is an extension of the bank's ``Champions In Action''
program.
Formerly called ``Community Champions,'' the program each month
rewards a different nonprofit organization with money and publicity.
This month's recipient, literacy group Generations Incorporated,
has already seen an impact, according to Eric Boven, the group's
senior development officer.
``It has been a huge shot in the arm for us,'' he said.
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