Overview

“73 Reasons” is a powerful campaign created with Service Credit Union and Boston Bruins Star Defender Charlie McAvoy to honor New England’s first responders. Named after McAvoy’s jersey number, the campaign set out to raise awareness and provide $250K to cover heart and cancer screenings for MA & NH police officers, firefighters, and paramedics through the R.I.S.E. Program (Responder Injury Screening & Education) a cause that resonates deeply with Service Credit Union’s commitment to serving those who serve.

For every Boston blocked shot, SCU donated $150 and every shutout $1,000 to New England’s heroes.  In 2024, SCU donated over $250,000 and committed even more support in 2025 and beyond. Service Credit Unions' financial support has covered 400+ cancer screenings for MA & NH firefighters and 500 heart screenings for MA & NH police officers, and four of these screenings have led to life-saving early cancer detection for firefighters.

Approach

The strategy focused on creating emotional resonance, mass visibility, and tangible community impact by blending authentic storytelling with high-profile athlete alignment:

• Hero Spotlight Video Series: Featuring Charlie McAvoy his connection to first responders and driving urgency around early detection. Survivor Stories - Early Detection statistics, and impact of the partnership.

• Campaign Microsite: A hub for campaign content, videos and education, offering visitors a chance to honor local heroes. (servicecu.org/73reasons)

• Broadcast & In-Game Media: Extensive integration during Bruins games on NESN, delivering premium reach.

• Custom Social & Paid Media Content: Co-branded assets across McAvoy’s and Service Credit Union’s channels amplified reach and engagement.

• Community Engagement: Charlie engages at events with local first responders, and we do in-person screening events and appearances.

• Press, PR & Thought Leadership: Media placements and interviews drove credibility and awareness throughout New England.

Results

$250,000+ Raised to provide free heart and cancer screenings to first responders in Massachusetts and New Hampshire

• 5.5 Million Impressions on NESN during Bruins games

• 2.1 Million Impressions via digital and social media

• 425,000+ Video Views of campaign content

• 63,000+ Microsite Visits

• Significant Positive Brand Lift in community trust and favorability

• Featured Coverage on NESN, NESN 360 & 98.5 The Sports Hub

Recognition

• McAvoy Bruins Nominee for 2024-25 King Clancy Memorial Trophy: presented annually to the player "who best exemplifies leadership qualities on and off the ice and has made a noteworthy humanitarian contribution in his community. McAvoy has used his platform as an athlete to highlight personal initiatives such as the “73 Reasons” campaign in partnership with Service Credit Union that promotes the importance of supporting local first responders. In 2024 alone, over $250,000 was donated through the partnership and so far, the financial support has covered over 400 cancer screenings for firefighters and nearly 500 heart screenings for police officers.

• 2x Winner — 2025 Diamond Awards, America’s Credit Unions Marketing, PR & Development Council

• Winner — 2024 Diamond Award, America’s Credit Unions Marketing, PR & Development Council

Testimonial

"When I agreed to work with John Taylor "JT" and Service Credit Union on Defending New England's Heroes / 73 Reasons to benefit New England First Responders, I had a really great feeling about the campaign and how it would go. Now that we're doing it, I couldn't have imagined how much this campaign would mean when I signed on. It's been a home run and I couldn't be happier to be involved. It has given me something I'm known for off the ice as the Defender of First Responders and helped give me a brand identity that I'm proud to have associated with my name."

— Charlie McAvoy | Boston Bruins

“Working with John Taylor "JT" on our partnership with Charlie McAvoy has been an absolute pleasure. When we came to JT, he took our desire to make a positive impact on first responders and their families and ran with it. Through his deep connections in Boston and Boston sports and his attention to detail, we've been able to identify our biggest opportunities and make them happen. JT has become an extension of our team, and we wouldn’t work on sports partnerships with anyone else.”

— Tyler Kuhn, VP, Marketing & Digital Strategy | Service Credit Union