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Arnold, Citizens Call for Volunteers

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BOSTON Citizens Financial Group has launched a campaign via Havas' Arnold to support nonprofits in local communities in which the bank does business.

One 60-second spot launches this week and airs in the 13 communities where Citizens operates retail branches. The execution shows scenes of people volunteering in various neighborhoods. On-screen graphics read: "We've noticed working in the community hardly ever feels like work. Join us."

"We have a long history of giving back and partnering with those in the communities where we operate," said Lawrence Fish, chairman, CEO of Citizens, in a statement. "Now we are putting our significant resources to work to promote worthy nonprofits, encourage our 26,000 colleagues and consumers in 13 states to volunteer and support local nonprofits, and use our Web site to promote nonprofits that need more support."

In addition to the TV spot, Citizens has enhanced its Web site, citizensbank.com, to include a new community section where visitors can get involved in local projects and share information about nonprofit groups they believe deserve attention.

Spending for this effort was undisclosed. Overall the client spends about $20 million annually on ads, per Nielsen Monitor-Plus.