As media continues to tell stories about the lack of loans to business and consumers, a number of banks are currently running “Continue to Lend” or “Responsible Business” print advertising campaigns.

These campaigns come in direct response to an environment that calls for banks to articulate what they are doing, especially as the press continues to report about the lack of lending. It is definitely an effort to focus on the positive and move beyond the troubles of the past few years by highlighting their newly-implemented practices of responsible lending.

Recently, Chase launched its “The Way Forward” campaign, which includes media support and a microsite. The ads communicate the company’s commitment to lending and, similar to other banks, the ad provides lending statistics for the past 12 months. The company placed targeted print ads which detailed lending activity by state. The campaign utilized testimonials from companies located within the state where the ad ran and stated how Chase helped.

Not to be outdone, Bank of America ran ads informing readers, “Last year, we extended more credit than any other US Bank. It’s part of our effort to help fuel the economy.” Another ad read, “Thank you.” This ad was directed to US taxpayers for the TARP money and announced that the bank had repaid the money. The ad included “The Facts” which listed the type of lending and the amounts the company had done over the past 12 months.

It makes sense that in troubled times, companies would focus on what they are able to bring to consumers and the economy. Banks are taking steps to discuss what they can do for consumers and not letting failures or the economy define the company. These efforts help increase employee morale and begin to rebuild trust with consumers. Expect these campaigns to continue until banks are on more stable ground and public opinion is more favorable.

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