TUCSON, Ariz.–Vantage West Credit Union is spotlighting community empowerment in a new campaign designed to encourage personal financial awareness and featuring Tucson-based rapper Lando Chill.
Chill, in a spoken word performance, winds his way through streets and local businesses posing the question, “Where does your money go?”
“The poem is a powerful rendering of the positive economic effects that occur in a community when individuals cultivate a consciousness about spending more money locally,” the credit union said.
Vantage West said it chose to place the spotlight on local business rather than promote themselves to illustrate how supporting home-grown enterprises strengthens a local economy and benefits everyone.
“Statistics confirm the advantages garnered by shopping at locally based businesses,” Vantage West said. “Research firm Civic Economics reports shopping locally produces four times as much economic return for the local community, and shifting just 10% of spending to local independent businesses, results in $137 million in new economic activity, 1,600 new jobs, and a 5% decrease in unemployment.”
Vantage West added that in order for the local message to ring true, it committed to using local agencies, talent, and businesses to produce the “Where Does Your Money Go?” project.
“Vantage West wanted their core value of community connection to resonate with as much honesty and passion as it does within their own organization,” the credit union said. “Trust is key in the creation of an informative message delivered in a highly creative way, so they searched out people with the ability to make it happen.”
Chill moved to Tucson from Chicago to study film at the University of Arizona. Shortly after he arrived, he began translating his written poems into songs.
“Tucson gave me the opportunity to spread my wings,” said Chill, who wrote the poem that is spoken throughout the video. Malcolm Critcher, who was born and raised in Tucson and has worked on projects with Chill in the past, directed the video. Tucson-based BRINK, the agency of record for Vantage West, managed the project from concept to completion.
The campaign can be seen at: whereyourmoneygoes.org