WASHINGTON — A new branding framework enlisting credit unions, state leagues and foundations nationwide to coordinate outreach projects, low-income initiatives and charity projects ranging from payday products to Children's Miracle Network is being launched this week at CUNA's GAC conference.

The high-level endeavor, branded as the “Real Deal” and spearheaded by CUNA, the American Association of Credit Union Leagues and the National Credit Union Foundation, encompasses projects big and small. Its core mission is letting the public and lawmakers know just exactly what CUs do to help the less fortunate.

“We're simply good at compiling anecdotal material on how we fulfill our social mission but there is no sure-fire means to collect, measure, and convey to the public all that we do, which is why we feel a re-branding is so necessary at a critical time for this industry,” said Michael Mercer, a Real Deal coordinator and president/CEO of Georgia Credit Union Affiliates.