"This isn't a campaign–Young & Free is a new way of life," said Mulligan. "Instead of us trying to communicate with them via a traditional medium this group really doesn't use for their information resource we decided it was high time we get out of our comfort zone and go to where they are–the Internet– and begin to build an environment where they find value, power that we only support–not edit, censor or control. The Web site is where young free members can engage each other and even have a dialogue with me if they want. We're hoping it will inspire other organizations to do something similar down the line."

Mulligan says the distinction is important since this demographic is quick to sniff out a phony. The site cannot be censored like a corporate Web site. All interactive content will be provided by Young & Free members, who ultimately define what they find valuable ensuring that the site continues to grow organically and takes on a life of its own.

"Hopefully they will see the site as a valuable bookmark. In the end we are respecting them as decisionmaking individuals who are truly free of their parents and it is up to them to determine if we are valuable in that process," said Mulligan. "We are fortunate that this has the full unwavering support of the board, management and employees because it is not about how much money can be generated but if we can create lifetime trusting relationships."

He adds that the same holds true for the Young & Free Spokesman search. He is not looking for a young CU mouthpiece but rather a true contributing partner willing to help shape the credit union.

The lucky spokesperson will be selected via youngfreealberta.com by its members and agree to commit to working 20 hours per week for a full year, traveling, attending and speaking at events throughout the year, producing and posting audio and video podcast, and posting daily blog entries and weekly video diary entries. In addition the credit union will provide an annual salary, a cool vehicle with gas allowance, an Apple MacBook notebook computer with paid Internet contract, a digital camcorder and camera and a smart phone with a paid contract.

"This is the first financial offering that engages and encourages young Albertans to become more involved in managing their own finances," said Mulligan. "By initiating a spokesperson search as part of Young and Free, we are strengthening our position as a thought leader in the credit union industry."

The spokesperson contest is open to any Albertan resident between the ages of 19 and 25 who possesses the knowledge and ability to connect with his or her peers on a variety of topics from finance to pop culture. Common Wealth CU will accept applications for the Young & Free spokesperson contest from October 3, 2007 until October 28, 2007.

Contestants and members can view, submit

and vote on video entries online at www.youngfreealberta.com.

"We don't pick this person so it is not me packaging some token youth it is viral networking from their own age group," said Mulligan. "It is pretty exciting, this person will have real input across the board from products to marketing initiatives, attend functions, board meetings while empowered to report back to their peers on everything this credit union does though podcasts, blogs, live video feeds. All you can hope for is that they look at the Web site–it is up to us to get it right."

–[email protected]