Exhorting its audience to “Join Us for Good,” Eastern Bank launched its latest brand campaign this week, in anticipation of its bicentennial next year.

At its launch party, the bank doubled down on its commitment to small businesses, Gateway Cities and social justice. Eastern allocates 20 percent of its approximately $7 million in annual giving to a particular area of need, and this year the bank will donate an extra $1.5 million in charitable grants to organizations supporting immigrants, Chairman and CEO Robert F. Rivers said Tuesday night.

Rivers said the bank’s charitable foundation expects to hear from more than 100 nonprofits working in immigration issues across Massachusetts, New Hampshire and Rhode Island, in its targeted grant application process. Those organizations offer a gamut of support, including assistance to people seeking asylum, citizenship classes, aid for separated families, educational programs and translation services for health care, day care, legal services and tax prep.

Eastern also announced a corporate partnership with Life is Good, inviting co-founder Bert Jacobs to the stage to talk about using corporate influence for positive social impact and toss co-branded t-shirts from the stage.

The bank is also partnering with social media influencers like Keytar Bear, the Boston Yeti and BostonTweet and will roll out ads promoting its new tagline across television, the Internet, billboards and “a few places you might not expect,” Rivers said.

Rivers also discussed the bank’s founding and heritage, offering a tidbit that one of the bank’s first products was a passbook savings account with a 5 percent interest rate.

“No, that’s not a special we’re going to be running,” he joked.

More recently, he highlighted the more than 50,000 volunteer hours logged by Eastern employees last year and the bank’s charitable giving, which has topped $100 million since 1999, and he touted the bank’s commitment to social justice causes. Eastern was the first company to sign the amicus brief challenging the Defense of Marriage Act, for instance, and had more recently become a corporate leader of transgender rights, greater percentage of women on boards and pay equity.

“Ten years ago we stopped opening branches in places that didn’t need us and started opening them in places that did,” Rivers said, underscoring the bank’s commitment to Gateway Cities.

He said that Eastern had locations in 10 of the state’s 24 Gateway Cities and said the bank will open its next branch in Revere this spring, to be followed by another in Roxbury this fall. Rivers also said that later this year, Eastern will further expand its commitment to minority-owned small businesses, particularly in black and Latino communities, and he praised sustainability efforts and veteran support initiatives spearheaded not by the bank’s management, but by its rank-and-file.

Rivers said, “In each of these areas and others, our goal is to influence other companies and individuals to join us in these efforts because it is the smart thing to do as well as the right thing to do, knowing that by doing good, we will all do well.”

Editor’s Note: This article has been updated to reflect that Eastern’s charitable foundation will be accepting applications for its upcoming donation commitment; a previous version of the article stated that the organizations had already been selected.