Service Credit Union set out to do more than raise awareness, they wanted to deliver real, measurable impact for New England’s first responders.

In partnership with Boston Bruins star defender Charlie McAvoy, SCU launched “73 Reasons,” a campaign named after McAvoy’s jersey number, to fund life-saving heart and cancer screenings for police officers, firefighters, and paramedics across Massachusetts and New Hampshire through the R.I.S.E. Program (Responder Injury Screening & Education).

The initiative aligned seamlessly with SCU’s mission of serving those who serve.

The campaign was built to drive emotional connection, mass visibility, and tangible community outcomes by pairing authentic storytelling with high-profile sports integration.

We activated the partnership through a multi-channel strategy that connected on the ice, online, and in the community, turning every Bruins blocked shot and shutout into a moment of giving.

For each blocked shot, SCU donated $150, and for every shutout, $1,000 went directly toward first responder health screenings.

• Hero Spotlight Video Series
  Featuring Charlie McAvoy’s personal connection to first responders, survivor stories, and the life-saving importance of early detection.

• Campaign Microsite
  A centralized hub for videos, education, and ways to honor local heroes
  (servicecu.org/73reasons)

• Broadcast & In-Game Media
  Premium exposure during Bruins games on NESN, driving large-scale regional reach.

• Custom Social & Paid Media
  Co-branded content across Service Credit Union and McAvoy’s channels amplified awareness and engagement.

• Community Engagement
  In-person screening events, first responder appearances, and direct community interaction with Charlie McAvoy.

• Press, PR & Thought Leadership
  Strategic media placements and interviews across New England to build credibility and momentum.

• $250,000+ raised in 2024 alone, with continued support committed for 2025 and beyond

• 400+ cancer screenings for MA & NH firefighters

• 500 heart screenings for MA & NH police officers

• 4 life-saving early cancer detections identified through the program

• 5.5 million impressions during Bruins broadcasts on NESN

• 2.1 million digital and social impressions

• 425,000+ video views

• 63,000+ microsite visits

• Significant lift in community trust and brand favorability

• Featured coverage on NESN, NESN 360, and 98.5 The Sports Hub

“73 Reasons” became more than a campaign, it became a movement.

By combining purpose-driven storytelling with meaningful financial support, Service Credit Union and Charlie McAvoy delivered measurable health outcomes for first responders while strengthening SCU’s role as a trusted community partner.

The campaign’s success also earned national recognition, including:

• Charlie McAvoy named Bruins nominee for the 2024–25 King Clancy Memorial Trophy, honoring leadership and humanitarian impact

• 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