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Canadian Credit Union Association conducts campaign

The Canadian Credit Union Association recently conducted its first brand campaign. Developed by Camp Jefferson of Toronto, the “You First, Banking Second” campaign was intended to promote credit unions as an alternative to large banks. It sought to communicate the role played by credit unions in Canada’s financial sector and consisted of social media content, online video and search engine marketing in British Columbia and Ontario. Media work was handled by Media Experts. The association plans to expand the campaign in 2020.

“Research found that Canadians were quite open to exploring alternatives to the big banks in their choice of financial institutions,” said Martha Durdin, president and CEO of the Canadian Credit Union Association. “This meant that communicating what makes credit unions different could drive both consumer adoption and business value for credit unions. This campaign demonstrated that unifying the voice of Canada’s credit unions and raising awareness of the value credit unions provide could have a positive impact on how Canadians meet their financial needs.”

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