Fourth Quarter 2007
YouTube, street performances accent Little Guy campaign
Earlier this year, the Credit Union National Association (CUNA) launched a campaign featuring a character called "The Little Guy" to spark interest and direct attention to CUNA's lobbying efforts on behalf of credit unions. They have incorporated "viral marketing" by placing short videos on the popular internet site YouTube.com.
In addition, the campaign has incorporated street performances on Capitol Hill featuring "The Banker," who is portrayed by actor Wes Johnson. He took a satirical look at banker complaints about credit unions. During the performance, credit union advocates distributed lollipops with the message "Don't be Suckered: Please ignore our banker friend." Passersby were also reminded to help credit unions "look out for the little guy."
"Change the Conversation" is the theme of CUNA's inside-the-beltway campaign entirely aimed at Capitol Hill in Washington, D.C. and the audience there (members of Congress and their staffs, who collectively total about 16,000 people). The purpose is to change the conversation on Capitol Hill to what credit unions want to talk about from what the banking industry wants to talk about. The Little Guy will help CUNA accomplish that goal.
Who is the Little Guy? He represents the working men and women of America from all walks of life who are credit union members — the owners and focus of credit union service. Credit union members are who Congress should be thinking of when considering issues affecting credit unions. The campaign will supplement CUNA's traditional legislative and political efforts.
Keep your eyes on CUNA's website and "look out for the Little Guy" as CUNA unveils more of the program.