Eastern Bank Highlights Stance on Social Issues in New Ad Campaign
Eastern Bank, a NEC member, recently launched a rebranding campaign highlighting the bank’s philosophies on social issues with the slogan, “Join us for good.”
The campaign, which involves a series of billboards and commercials, features references to issues including immigration and LGBT rights. LGBT rights are in the spotlight in one ad which features two women holding hands while wrapped in a rainbow flag with the slogan “Good unites.” while a television spot features transgender people. In a different ad, immigrants are shown in a naturalization ceremony under the phrase “Good welcomes.” Eastern Bank has been developing the campaign for over a year and Chief Executive Bob Rivers said the ads are not in reaction to particular actions taken by the new Trump administration.
“There was a recognition that the resonance of the campaigns would be stronger post-election than pre-election,” said Rivers in an interview. “As with anything, there may be some people who don’t like it. It’s our story; it’s not made up.”