CU Link’s new ad campaign kicks off with a social media contest

New campaign, banking built for people, opens with a social media contest to highlight credit union reliability

LANSING, MI (April 20, 2021) — CU Link has launched its latest cooperative advertising campaign, Banking Built for People. The campaign makes clear that, at the most basic level, credit unions operate according to how they can best help members and communities succeed financially.

The Banking Built for People campaign will focus on those who work hard every day to build a better life for themselves, their family and their community. Through the concerns of everyday life, be it the curveballs of losing a job or as simple as a mortgage refinancing, people can always count on their credit union.

Our goal with this campaign is to provide solutions to the issues credit union members face in a relatable and encouraging way. Banking Built for People emphasizes a core message: credit unions care more about their members, and what makes us different, makes us better. 

The campaign will highlight lower rates on loans and mortgage closings, ATM accessibility and a movement-wide dedication to community investment. Banking Built for People will run through 2021, with new messaging released in phases. 

To kick off the Banking Built for People campaign, the Michigan Credit Union League (MCUL), in cooperation with CU Link, is asking Michigan credit unions to submit stories of how they’ve helped members and their local community for a chance to win a professionally produced video that broadcasts their story of the credit union difference.

“Our credit unions are excited to participate in an awareness campaign that focuses its message on the strengths of our Michigan industry. With 100% participation in the campaign, we are excited to engage and reach members and potential members around the state by sharing how credit unions support their communities at every turn,” said MCUL EVP & General Counsel Patty Corkery. “The story contest is a great way to highlight specific examples of people helping people and can also serve as a great advocacy tool and reminder of the credit union difference.”

Tell us how your credit union is built to serve people through a unique program, event, community partnership or individual member story and we’ll help you share it to an audience across the state.

Winners will have their stories filmed and produced by CUBE TV Studios and shared through CU Link’s social media marketing efforts. Contest submissions will be accepted between April 20 and May 31; credit unions may submit multiple stories. The sixteen winning videos will be pitted against each other in a bracket-style social voting contest for one to be crowned a Banking Built for People Credit Union Community Champion of the Year.

Credit unions can submit stories at

About Michigan Credit Union League & Affiliates

Organized in 1934, the Michigan Credit Union League & Affiliates [] (MCUL) is a trade association representing Michigan’s credit unions. Based in Lansing, Michigan, MCUL works to strengthen the credit union community and its image by providing advocacy on important issues, coordinating cooperative initiatives and by providing high-quality solutions that help credit unions succeed and enrich the lives of their members.

About CU Link
For more than two decades, CU Link has served as Michigan’s largest credit union cooperative advertising campaign. It’s a not-for-profit model that creates an environment to showcase not only financial support but hope and security for each person served by Michigan credit unions. The overall goal of the media plan is to maximize target reach and engagement as efficiently as possible. Over the past several years, CU Link has fully optimized media outlets to reach millions of viewers throughout our state. The 2021 engagement plan will expand media outreach to Out-of-Home (billboards) and Gas Station TV across the state for those traveling in peak summer months.


Shawn Glinis
734.793.3449 |

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