National Penn Bank

With Internet use on the rise, identity theft was becoming a serious issue for residents in eastern Pennsylvania, including retail clients of National Penn Bank. The bank wanted to help clients fully understand what identity theft is, how to prevent it and how to respond if victimized.

The bank partnered with The Anderson Group to develop a comprehensive public relations plan that would leverage National Penn’s brand of customers’ intimacy to raise awareness about identity theft. Six “Community Shred Day” events where held in the bank’s nine-county service area, and local residents and businesses were encouraged to bring their sensitive documents for shredding. While there, participants received valuable information about identity theft and a National Penn gift.

The campaign, which included 31 editorial placements in major newspapers, radio stations and Web sites, yielded impressive results. More than 800 people attended the Shred Day events, where over 31,000 pounds of personal documents were destroyed.