Open Your Eyes to a Credit UnionĀ® to Launch in Four New States

Campaign now live in 24 states

July 6, 2020

July 6, 2020
Washington, DC


Lauren Williams        
CUNA Communications        


Open Your Eyes to a Credit Union® to Launch in Four New States

Campaign now live in 24 states

Credit Union National Association (CUNA) affiliate Credit Union Awareness today announced the expansion of its category-level brand campaign, Open Your Eyes to a Credit Union®, to four new areas this month: Northern California, Texas, Tennessee and Rhode Island. These launches bring the total number of states where the campaign is live to twenty-four.

“We’re excited to stand alongside our credit union partners to bring the Open Your Eyes to a Credit Union® campaign to more consumers across the country,” said Chris Lorence, Credit Union Awareness Executive Director. “Amid this challenging social and economic environment, our team has sought to keep the spirit of the campaign alive by shifting tone to better engage with consumers. Thank you to the California and Nevada Credit Union Leagues, Cornerstone Credit Union League, Tennessee Credit Union League, and Cooperative Credit Union Association and all the credit unions whose support is driving this campaign.”

In March, the Open Your Eyes to a Credit Union® campaign paused, reassessed, and refreshed its digital content to better connect with consumers during  the coronavirus pandemic. Using new creative strategies, the campaign is reengaging consumers and encouraging them to consider credit unions for financial services.

CUNA is working with Leagues to fundraise for Open Your Eyes to a Credit Union® and build support for Credit Union Awareness. The early successes of this effort are the result of coordination and enthusiasm from across the credit union movement.

Cornerstone Credit Union League President and CEO Caroline Willard said: “We are excited to roll out this initiative in Texas. This effort would not be possible without the generous support of our member credit unions in Texas. We look forward to seeing strong results as consumers consider joining credit unions."

California and Nevada Credit Union League President and CEO Diana Dykstra: "We are excited to reintroduce the Open Your Eyes campaign in Southern California and launch in Northern California for the first time. Our efforts will spotlight “why” credit unions are uniquely positioned to help communities and households in a world where so many consumers are looking for their best financial partner."

Tennessee Credit Union League President and CEO Fred Robinson said: “Credit Unions are the world’s best kept secret. Many people know about credit unions but aren’t sure how they can be become members and how they can access their money once they become members. We are excited about kicking off the Open Your Eyes campaign in Tennessee and opening the eyes of Tennesseans to the benefits of credit unions.”

Cooperative Credit Union Association (CCUA) President and CEO Ronald McLean added: “CCUA is excited to have the Open Your Eyes Campaign launch in Rhode Island. Enhancing awareness about credit unions with a targeted and robust digital campaign is energizing for the Rhode Island credit union community. Combined with CCUA’s Better Values Better Banking campaign, we double the potential to bring the credit union difference to more Rhode Islanders.”

To learn more about the Open Your Eyes to a Credit Union® campaign, visit



About Credit Union Awareness:
Credit Union Awareness is a CUNA affiliate formed to develop and manage an industry-wide campaign to increase consumer consideration of credit unions. It is supported by more than 1,000 participating credit unions, leagues, and industry partners.

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