Vol. 18 No. 8February 21, 2007Two years ago CUNA was looking to gain the attention of young Capitol Hill staffers with the “Little Guy.”Little Guy buttons were handed out to nearly every member of Congress’ offices on the first day of 110th Congress. The buttons had no mention of credit unions and simply stated “Looking out for the Little Guy” with a picture of the cartoon caricature.More than 200 people stood with one of six four-foot-high Little Guy cut outs that were placed around Capitol Hill. The pictures were posted on the Little Guy Web site www.lookoutforthelittleguy.org, along with a comparison of banks and credit unions.Ads ran throughout the week to accompany the buttons and cut outs. The comic strip-type ads ran in The Hill, Roll Call and Congressional Daily. The ads promoted the message that credit unions offer low- and no-cost services that benefit the little guy.Throughout the campaign push, the ads were the only thing that tied the Little Guy to credit unions with the idea being to create a little bit of mystery and fuel interest.

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Peter Westerman


Credit Union Times

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