Washington, D.C. (March 11, 2019) \u2013 Credit Union National Association (CUNA) announced significant financial support for the Awareness\u00a0initiative, a groundbreaking effort being led by CUNA to grow consumer consideration of credit unions as their\u00a0best financial partners.\u00a0Over 425\u00a0credit union\u00a0organizations\u00a0have\u00a0pledged\u00a0more than a $30\u00a0million\u00a0to fund the campaign\u00a0over three years.<\/p>\n
\u201cCredit unions want to grow our membership and raise our profile among consumers,\u201d\u00a0said CUNA President\/CEO Jim Nussle.\u00a0\u201cWe\u2019re\u00a0beyond\u00a0thrilled to announce we\u2019ve\u00a0hit\u00a0$30 million in contributions to\u00a0the\u00a0Open Your Eyes to a Credit Union<\/em>\u00ae\u00a0campaign. It\u2019s a milestone that illustrates the firm commitment this industry\u00a0has to\u00a0raising consumer consideration\u00a0and bringing\u00a0on new lifetime credit union members.\u00a0We thank credit unions and leagues across the nation for their support.\u201d<\/p>\n During CUNA\u2019s 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\u00ae photos.<\/p>\n A panel discussion on the initiative will take place on the CUNA GAC mainstage, moderated by Jill Tomalin, CUNA COO, and featuring Mike Brooks,\u00a0Head of Strategy,\u00a0BrandCap; Teresa Freeborn, President and Chief Executive,\u00a0Xceed\u00a0Financial Federal; Tara Graff, Senior Vice President of Marketing & Business Development,\u00a0Hiway\u00a0Federal Credit Union; Graeme Traynor, Managing Director, Glover Park Group.<\/p>\n The Open Your Eyes to a Credit Union\u00ae campaign is live in Minnesota\u00a0(Jan. 28 launch), North Carolina and South Carolina\u00a0(Feb. 19 launch).\u00a0The campaign has reach more than 4 million consumers and gained nearly\u00a09 million impressions. Consumers have watched campaign videos to completion\u00a0over 1.5 million times, meaning they paused their social media browsing to fully watch an Open\u00a0Your Eyes to a Credit Union\u00ae video.<\/p>\n The\u00a0campaign\u00a0is designed to drive Americans to consider credit unions. Through rigorous ad testing and continual evaluation of audience engagement in-market, CUNA will refine\u00a0its strategy\u00a0to deliver the best\u00a0campaign results. The integrated approach to media, content and data analytics uses metrics at every point to ensure continuous testing.<\/p>\n