CUNA announced Tuesday that the Awareness initiative’s Open Your Eyes to a Credit Union® campaign will launch in three new states within the next month. Currently running in Minnesota, North Carolina, South Carolina and Michigan, the campaign is set to expand to North Dakota, South Dakota and Indiana.
CUNA President/CEO Jim Nussle made the announcement during his presentation at America’s Credit Union Conference (ACUC) taking place in Orlando, Fl. at Walt Disney World®.
“I’m thrilled to announce that Open Your Eyes to a Credit Union® is expanding to more states in July. The campaign has been extremely successful to date and is performing beyond our expectations,” said Nussle. “Thank you to the hundreds of credit unions that have made contributions to this initiative and to the Credit Union Association of The Dakotas and Indiana Credit Union League. I’m confident that nearly doubling our state presence across the country will continue to spur more positive momentum.”
Open Your Eyes to a Credit Union® is part of the CUNA-led Awareness initiative that is aiming to increase consumer consideration of credit unions. Market research shows that 98% of consumers have heard of credit unions but 72% would not consider joining one. The initiative is dedicated to helping consumers understand that credit unions are easy to join and that their money is easily accessible nationwide.
“It’s an exciting time to be joining CUNA and the Awareness initiative,” said Chris Lorence, CUNA’s chief credit union awareness officer. “This campaign is groundbreaking for credit unions. We’re thrilled to be taking Open Your Eyes to a Credit Union® to more consumers and helping to change the perceptions people have about credit unions.”
CUNA worked with Leagues to develop a digital-first, category-level campaign that takes on industry myths. The Open Your Eyes to a Credit Union® campaign is targeting millennials and parents aged 35-54 who are not credit union members.
The campaign first launched in January 2019 and support continues to rapidly grow. There are over 525 organizations that have contributed more than $36 million. The campaign has reached millions of consumers, gaining 45.7 million impressions and earning 7 million video views to completion.