CUNA Announces New Awareness Initiative Totals at GAC

March 11, 2019


Washington, D.C. (March 11, 2019) – Credit Union National Association (CUNA) today announced significant financial support for the Awareness initiative, a groundbreaking effort being led by CUNA to grow consumer consideration of credit unions as their best financial partners. Over 425 credit union organizations have pledged more than a $30 million to fund the campaign over three years.  

“Credit unions want to grow our membership and raise our profile among consumers,” said CUNA President/CEO Jim Nussle. “We’re beyond thrilled to announce we’ve hit $30 million in contributions to the Open Your Eyes to a Credit Union® campaign. It’s a milestone that illustrates the firm commitment this industry has to raising consumer consideration and bringing on new lifetime credit union members. We thank credit unions and leagues across the nation for their support.”  

During CUNA’s 2019 Governmental Affairs Conference (CUNA GAC) geo-targeted ads are running on mobile devices and featured throughout the Walter E. Washington Convention Center as well as the surrounding areas on shuttle buses, sidewalk clings, in the exhibit hall and hotel keycards. Attendees will see faces of the industry on various signage throughout the week and are encouraged to experience the movement by taking their own Open Your Eyes to a Credit Union® photos.  

A panel discussion on the initiative will take place on the CUNA GAC mainstage, moderated by Jill Tomalin, CUNA COO, and featuring Mike Brooks, Head of Strategy, BrandCap; Teresa Freeborn, President and Chief Executive, Xceed Financial Federal; Tara Graff, Senior Vice President of Marketing & Business Development, Hiway Federal Credit Union; Graeme Traynor, Managing Director, Glover Park Group.  

The Open Your Eyes to a Credit Union® campaign is live in Minnesota (Jan. 28 launch), North Carolina and South Carolina (Feb. 19 launch). The campaign has reach more than 4 million consumers and gained nearly 9 million impressions. Consumers have watched campaign videos to completion over 1.5 million times, meaning they paused their social media browsing to fully watch an Open Your Eyes to a Credit Union® video.  

The campaign is designed to drive Americans to consider credit unions. Through rigorous ad testing and continual evaluation of audience engagement in-market, CUNA will refine its strategy to deliver the best campaign results. The integrated approach to media, content and data analytics uses metrics at every point to ensure continuous testing. 

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About CUNA:      
Credit Union National Association (CUNA) is the only national association that advocates on behalf of all of America’s credit unions, which are owned by 115 million consumer members. CUNA, along with its network of affiliated state credit union leagues, delivers unwavering advocacy, continuous professional growth and operational confidence to protect the best interests of all credit unions. For more information about CUNA, visit To find your nearest credit union, visit     


Lauren Williams    
CUNA Communications