'To My Jelly Bean' Gives Regional and Community Banks and Credit Unions a Tribute
Social media campaign shares "All of Life's Moments" to underscore the importance of regional and community financial institutions
The centerpiece of the campaign is a video in which a mother writes a letter to her teenage daughter, nicknamed Jelly Bean, on the eve of her departure for college. The letter references the most joyful and difficult moments of their life together, from the day the girl was born, to her first steps, to the tragic loss of her father at an early age.
At each moment on their journey together, the video reveals how a local banking provider supported them. From starting a college savings plan for their daughter at birth, starting a business—a children's clothing company aptly named Jelly Bean—to buying a home. The video showcases the natural progression of a family's financial journey through a timeline of life's moments.
"We hope 'To My Jellybean' serves as a reminder of all that regional and community financial institutions do to support the communities they serve—and the account holders who rely on their bank or credit union to help them ultimately realize their dreams," said
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