Orman Pitches NCUA's Message
The NCUA needed to reassure a worried public.
The financial crisis and recession had increased uncertainty about the safety of financial institutions. In addition, credit unions are generally less visible than banks. On top of that, the problems facing corporate credit unions had confused people who didn't know the difference between corporate and natural person credit unions.
In addition to the public service television announcements, which are available in 30-second or 60-second formats, the agency sent out news releases to media outlets noting that credit union accounts are insured up to $250,000. Many of those outlets-in market sizes ranging from Fall River, Mass., to Baltimore-posted the releases on their websites.
McKechnie said in designing the advertising campaign, the agency didn't want to be seen as boosting credit unions at the expense of other depository institutions. He also noted that Orman was adamant that she not be seen as promoting a specific credit union or encouraging consumers to use credit unions rather than banks.