ENDWELL, N.Y. — Visions Federal Credit Union said it is launching a Spanish-language financial education campaign that uses romance, comedy and dramatic twists to help Hispanic and Latino audiences learn about managing money, building credit and accessing financial services.
The campaign, developed in partnership with Centro Hispano, features a 12-part radionovela called “Amor Visionario.” It will air for 12 weeks beginning Oct. 1 on Centro Hispano’s radio station, WXAC 91.3 FM, according to the credit union. All episodes also will be available at es.visionsfcu.org/radionovela.
“Financial decisions can feel overwhelming, especially when the information does not reflect people’s experiences, language or goals,” said Tim Strong, Visions’ assistant vice president of branding and community impact. “This campaign is designed to meet people in a trusted community space, in Spanish, with stories that are engaging, relatable and useful.”
A Story Built Around Financial Choices
The radionovela combines an ongoing, lighthearted story with melodrama, comedy and familiar telenovela-inspired twists to illustrate how financial decisions affect everyday life, the $5.5-billion Visions said.
According to the credit union’s description, the story is inspired by the classic play “Cyrano de Bergerac.” In this version, a young man receives advice from Visions employees on winning the affections of a young woman who appears beyond his reach. The employees offer financial guidance and tools to help him succeed and develop his entrepreneurial skills.
The Topics
Topics covered throughout the series include:
- Managing a budget and establishing credit.
- Opening accounts and using mobile banking.
- Exploring personal, auto, home and small-business lending options.
Visions said the campaign brings the radionovela tradition into a contemporary format, using memorable characters, humor and dramatic turns to make financial topics easier to understand and discuss.
“Stories have the power to make complex subjects feel personal, and judgment-free,” said Michael Toledo, president and CEO of Centro Hispano. “By bringing together culturally resonant entertainment and useful financial information, this campaign creates a welcoming way for community members to learn about resources that can help them and their families move forward.”
Focus On Reading
Visions said it selected Reading, Pa., for the launch because the city has one of Pennsylvania’s largest Hispanic and Latino communities. Hispanic or Latino residents account for 70.8% of Reading’s population, according to the credit union’s announcement.
Centro Hispano supports the development and growth of the local Hispanic community, connecting residents in Reading and Berks County with education, employment, legal support and other essential services, Visions said.
The partnership allows the credit union to share financial information through a familiar, community-oriented platform accessible to listeners where they live, work and make decisions for their families, according to the announcement.
Visions serves more than 250,000 members in New Jersey, New York and Pennsylvania. The New York-based credit union has 11 Pennsylvania locations, including six in Berks County: two in Reading, one each in Muhlenberg Township and Shillington, and shared credit union service centers in Exeter and Spring townships.
