BISMARCK, N.D.–The Dakota Credit Union Association (DakCU) has launched a new statewide awareness program (SWAP) using the theme “Your Money. Your Values. Your Credit Union” it said is designed to continue driving general awareness and consumer consideration of credit unions across North and South Dakota.
DakCU noted it has been running such an awareness initiative since 2019 when it became of the first state leagues to join the then CUNA-led national consumer campaign, and in 2024, when CUNA and NAFCU merged and the trade group dropped its “Open Your Eyes” initiative, DakCU developed a regional SWAP campaign it said was designed to “better reflect the unique values, lifestyles, and financial needs of Dakotans.”
The campaign includes the use of digital, streaming, outdoor, and social media advertising.
‘More Dakota Centric’
“This year’s campaign is even more Dakota-centric,” DakCU said. “Featuring real credit union staff and real local credit unions, the campaign connects more deeply with local audiences.”
The association said messaging and creative direction were developed in-house by DakCU’s marketing team with input from contributing credit unions and its SWAP advisory group.
According to DakCU, the primary target audience includes Gen Z and Millennials, with a secondary audience of underbanked or unbanked individuals–those who may not know what credit unions are, or that they are eligible to join.
“With messaging that is light, flexible, and emotionally grounded, the campaign highlights credit unions as the better financial option for individuals who want local, values-driven, member-first service,” the association said.
‘Incredibly Exciting’
“It is incredibly exciting to move forward with a new campaign to promote credit union awareness across the Dakotas,” DakCU VP of Marketing & Communications Lindsey Hefta said in a statement. “There is nothing more rewarding than helping people realize their best financial partner might be right around the corner – at their local credit union.”
Added DakCU President/CEO Jeff Olson in a statement, “This campaign speaks to the heart of who we are as a movement — financial institutions rooted in community, trust, and shared values. In a time when consumers are seeking greater purpose and transparency in their financial relationships, credit unions offer something unique: a member-first model designed to empower individuals and strengthen our Dakota communities.”
Looking Forward
Looking forward, DakCU said it remains committed to its strategic goal: achieving 40% credit union membership across the Dakotas by 2030. With collaboration and shared purpose, we believe we can get there, one consumer at a time.
Moret information ion the campaign can be found here: www.dakcu.org/cuawareness.
