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MADISON, Wis. – The CUNA National Credit Union Brand Campaign continues to evolve as its “public education” component is now available in Spanish. “The English version of this campaign was tested in eight markets and proven to be effective in raising the public’s level of understanding and awareness of credit unions,” said Mark Wolff, CUNA senior vice president of communications. “We believe the Spanish-language public education materials will be equally effective in educating the Hispanic community, and especially new immigrants who often know little about or are wary of traditional financial institutions.” The ads, which include television, radio, collateral print materials and “bus boards”, feature “person on the street” interviews to raise the public’s understanding of credit unions. Like the English version, the Spanish public education ads ask and answer three questions: “Quick, who really owns credit unions?” (“The people who are credit union members); “Okay, where do credit union profits go? (“Back to the people who belong to them”); and, “So, what exactly are credit unions?” (“Financial cooperatives owned by the people who belong to them.”) As with the earlier “Public Education” brand ads, the Spanish versions can be tagged with the names and contact information of sponsoring credit unions or state leagues. The new ads were produced for CUNA by Malahat Group International, which developed all the previous National CU Brand Campaign creative material, including the “Comfort Zone” and “Switch” platforms. For additional information, credit unions can call the National CU Brand Campaign Information Line at (800) 356-9655, ext. 5778.

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