CUNA’s Open Your Eyes campaign makes debut in Minnesota

The Credit Union National Association and the Minnesota Credit Union Network have launched the Open Your Eyes to a Credit Union campaign in the Gopher State.

The national awareness campaign, which will be rolled out to more states in the coming weeks and months, aims to dispel myths some consumers have about credit unions, especially relating to their ability to join one and how easy it is for members to access their accounts. The campaign will use integrated media, content and data analytics.

CUNA is looking to raise $100 million for the effort over three years. Earlier this year, the trade group said it had already received $25 million in commitments from credit unions in Washington, Oregon, Idaho and North Carolina.

The Minnesota Credit Union Network said Monday that more than 40 credit unions in its state would contribute $3.5 million over the next three years to support the Open Your Eyes campaign.

In addition to the digital campaign, credit unions in Minnesota will be participating in a “significant statewide non-digital campaign,” including live events, roadside billboards, transit ads and mobile digital trucks, the state association said.

“The benefit of this modern-day, digital-first strategy is to connect with consumers where and when they are looking – most people go online to research and select financial service providers, and we are laying the groundwork to convince consumers that they should consider credit unions as their best financial partner,” Jim Nussle CUNA’ president and CEO, said in a statement. “Not everyone can join every credit union but there is a credit union for everyone, and we cannot wait to build on this momentum in more markets across the country.”