Michigan Goes Live with ‘Open Your Eyes to a Credit Union’

April 22, 2019


April 22, 2019

Lansing, MI

The Michigan Credit Union League (MCUL) launched a state category-level brand campaign Open Your Eyes to a Credit Union® to help consumers consider credit unions for financial services.

“The MCUL is excited to sync up its already highly successful cooperative campaign with the new CUNA campaign as a way to transition to fully integrating the national creative strategy in Michigan in 2020. We appreciate the flexibility that has been provided to allow us to take our decades of experience in this area and enrich our campaign with CUNA’s research-driven theme and creative concepts. This is a true example of the CUNA/League system working together to achieve results for our member credit unions in Michigan,” said Dave Adams president/CEO of the Michigan Credit Union League. 

Open Your Eyes to a Credit Union® is designed to raise consideration of credit unions as a brand category. The campaign’s digital-first strategy positions research-proven messages to disprove consumer myths associated with the ability to join and access to money.

CUNA and MCUL collaborated for over two years to research the financial needs of consumers in Michigan, finding that more than 54 percent of Michigan consumers now belong to a credit union and they hold over 19 percent of consumer household deposits. These metrics are the highest of any top 10 state in the U.S.

“It is our goal to continue to maximize consideration of credit unions state-by-state,” said CUNA President/CEO Jim Nussle. “Collaborating with MCUL on this effort has been a great example of the CUNA/League system at work to advance the credit union model and we are excited to see this campaign officially launch in Michigan.”

Consumers will be driven to the this year and when the transition is complete in 2020, the MCUL will consider using the national website for additional key strengths of credit unions and further unify the campaign. The MCUL has had a cooperative advertising campaign in Michigan for over 40 years and beginning in 2019, its theme and advertising content will sync up with the new CUNA awareness campaign.

“Credit unions are stronger together and we look forward to seeing this roll out in other states across the country,” Nussle added.

MCUL and their members have committed $2 million over the next 12 months toward the campaign.

Credit unions can learn more about the Awareness initiative by visiting



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


About the Michigan Credit Union League & Affiliates:

Organized in 1934, the Michigan Credit Union League & Affiliates [] (MCUL) is a trade association representing Michigan’s credit unions. Based in Lansing, Michigan, MCUL works to strengthen the credit union community and its image by providing advocacy on important issues, coordinating cooperative initiatives and by providing high-quality solutions that help credit unions succeed and enrich the lives of their members.


Lauren Williams   
CUNA Communications   

Shawn Glinis
MCUL Media and Publications Editor