RCB partnered with Stirling Brandworks to launch the “Real People Bank Here” campaign to connect with underbanked communities, young professionals, small business owners, and baby boomers across Middlesex County, MA.

To understand the audience, the Stirling Street Team visited target communities to interview people about their banking habits and financial concerns. These stories shaped the campaign’s messaging, addressing financial insecurities and reinforcing that RCB is here to support everyone in achieving their financial goals, regardless of status. The bilingual campaign built trust and highlighted RCB’s commitment to guiding individuals toward a better financial future.