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LLOYDMINSTER, Alberta, Canada — Larissa Walkiw has taken Common Wealth Credit Union’s innovative social media initiative, Young & Free, and is doing what many didn’t think was possible–not only getting credit unions on the Gen Y radar but making them relevant.

Launched in fall 2007, Young & Free is a unique financial services platform created to help credit unions connect with Gen Y on their terms. Built for and with young people’s input, Young & Free has gone beyond just creating a buzz and has become a popular destination for 17- to 25-year-olds.

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