WASHINGTON–CUNA’s Open Your Eyes awareness campaign is taking a look in a different direction.
The campaign, which had been created to raise not just awareness of credit unions but to boost consumer consideration of CUs as financial services providers, has been paused in response to the coronavirus pandemic.
Now, the effort is changing directions a bit to directly address COVID-19 and the lack of security many consumers are feeling. New messaging being considered includes the tagline, “Right now, things may seem unsure. We’ll keep your money safe and insured.”
“The campaign continues its focus on increasing consumer consideration for credit unions by digitally targeting consumers with message appropriate ads who are most likely to be interested in a financial service or relationship,” said Chris Lorence, executive director, credit union awareness with CUNA, in a statement to CUToday.info. “As such, we are positioning the credit union brand as part of our national recovery. The fact that credit unions continue to serve their members during this crisis with the same excellent care and relentless passion demonstrates their people over profits authenticity.”
The campaign is currently conducting focus group research prior to an official relaunch on Monday, May 18.