WASHINGTON–Five more states have launched CUNA’s Open Your Eyes to a Credit Union awareness campaign.
The latest states to join the effort are Illinois, Idaho, Oregon, Washington and Mississippi, bringing the total number of states where the campaign is live to 19.
“Open Your Eyes to a Credit Union is starting off 2020 with a big expansion into five more states,” said Chris Lorence, CUNA’s chief credit union awareness officer. “After nearly a year in market, the campaign continues to impress and make strides on our ultimate goal of changing consumers’ perceptions of credit unions to increase their consideration of us for financial services. We would not be where we are today without the support of credit union leagues and our contributors.”
The Open Your Eyes to a Credit Union campaign first launched in January 2019 in Minnesota. According to CUNA, the category-level, strategic marketing effort has funding commitments of over $46.5 million from more than 750 organizations within the credit union movement.
CUNA CEO Jim Nussle has set a goal of raising $100 million to underwrite the awareness initiative.
‘Tens of Millions’
With the five new states, the campaign in now live in Arizona, California, Idaho, Illinois, Indiana, Kansas, Michigan, Minnesota, Mississippi, Missouri, Nebraska, North Carolina, North Dakota, Oregon, South Carolina, South Dakota, Vermont, Washington and West Virginia.
“By the end of 2019, Open Your Eyes to a Credit Union had reached tens of millions of consumers and earned more than 130 million video views. Played from start to finish, that’s nearly 57 years of video playing time. More than 700,000 people had visited the campaign’s website – yourmoneyfurther.com, with the great majority of visitors right in line with the target ages (25 to 44 years old). In all measures campaign performance is beating industry benchmarks for consumer engagement,” CUNA said.