‘NCUA-Safe’ Reaches More Than 150 Million Consumers

Public education campaign featuring Suze Orman tops $6 million in free publicity during first six months.

April 5, 2011

The “NCUA-Safe” campaign has reached more than 150 million consumers, approximately 60 million of whom viewed it on television, NCUA reports.

Started six months ago, the public education effort has topped $6 million in free publicity.

On Oct. 4, 2010, NCUA initiated a campaign to remind the public that NCUA does for federally insured credit unions what the Federal Deposit Insurance Corporation does for banks: insure consumers’ savings up to $250,000 per individual depositor.

NCUA-Safe features personal finance expert Suze Orman.

“To date, every dollar invested in the NCUA-Safe campaign has produced four dollars in free publicity,” says NCUA Chairman Debbie Matz.

The campaign’s 30- and 60-second television and radio public service announcements (PSAs), plus indoor and outdoor posters touting the safety of NCUA credit union insurance protection, have generated an estimated $4.3 million in free publicity through April 1, 2011.

One notable part of the NCUA-Safe campaign included a free PSA that appeared twice each hour on an electronic billboard in New York City’s Times Square between Thanksgiving and New Year’s Day.

In addition to PSAs featured on television, cable, radio and out-of-home outlets, the campaign has generated more than $1.7 million in exposure from other outreach efforts, including news releases and radio media tours.

NCUA has spent about $1.45 million to create the campaign’s advertisements and fund the initiative’s outreach efforts. When completed, NCUA-Safe will spend about $225 per federally insured credit union.

It will continue throughout 2011.