Consumers in Kansas and Missouri started seeing Open Your Eyes to a Credit Union® materials Monday as CUNA’s Awareness initiative officially expands to those states. Already active in North Dakota, South Dakota, Indiana, Minnesota, North Carolina, South Carolina and Michigan, the campaign has reached 100 million impressions online and nearly 10 million people have watched the Open Your Eyes to a Credit Union® videos to completion.

Designed to raise consumer consideration of credit unions, the digital-first, category-level campaign takes on industry myths, targeting millennials and parents aged 25-54 who are not credit union members.

“We’re thrilled to more than double the number of states running Open Your Eyes to a Credit Union®. Heartland Credit Union Association and all the Kansas and Missouri credit unions that have contributed to this campaign are helping to strengthen our movement through this important initiative,” said Jim Nussle, CUNA president and CEO.

Campaign resources include YourMoneyFurther.com and its Facebook, Twitter and Instagram page, as well as other advertising directly in the states that have launched.

“We are proud to participate in this campaign,” said Brad Douglas, president/CEO of Heartland Credit Union Association. “What Open Your Eyes to a Credit Union® is aiming to achieve can benefit our entire industry and it is going to take all of us joining together to make this campaign successful.”

Through rigorous testing and continual evaluation of audience engagement in-market, CUNA will refine content across channels to ensure it drives action. The integrated approach to media, content and data analytics uses metrics at every point to ensure continuous testing, learning and refining of the content, media strategy and resources to optimize the return on investment.

Additional states are expected to announce their rollout of Open Your Eyes to a Credit Union® in the months ahead.