How will the Credit Union Awareness Initiative Evolve in 2022?

From the very beginning, the Credit Union Awareness initiative’s main goal has been to grow the Credit Union Movement by “opening consumers’ eyes” to credit unions — and data shows it’s working.

Since the Open Your Eyes digital marketing campaign launched nationally in 2019, credit union consideration among consumers looking for checking/savings providers rose from 13% to 19%, and from 14% to 22% for those looking at credit unions as lenders.

Right here in the Northwest, the campaign went live on Jan. 6, 2020, and continues to see promising results. Data collected this summer shows a significant year-over-year increase in aided consideration among consumers across the region (+24 points), and more users than ever (more than 130,000) are visiting the campaign’s consumer-facing website,

But what’s next?

Credit unions in Idaho, Oregon, and Washington are invited to join the Credit Union Awareness team (the LLC created by CUNA to manage the campaign) on Dec. 9, for a deep dive into where the initiative is headed in 2022 and the years to come. During the update, the team will share:

  • November 2021 consumer consideration/brand perception research — Northwest update;
  • The future of Credit Union Awareness (2022-2024), including next steps in developing consumer consideration and market share;
  • A preview of new features and marketing materials for 2022; and
  • Year-to-date program performance data.

There will also be time for a Q&A session, where credit union leaders, marketers, and communicators can ask their burning questions about the campaign.

Check out the new Credit Union Awareness sizzle reel and register for the Dec. 9 webinar today.

For questions about the Credit Union Awareness initiative, or to learn how your credit union can become a contributor, please contact Danielle Sittu, NWCUA SVP, Marketing and Communications.

Posted in Open Your Eyes To A Credit Union, Public Awareness.