It started with a Thanksgiving promo and now New Mexico credit unions, under the Young & Free brand, are doing their part to feed the hungry and win rewards.

The “Meal Give Away” campaign, being led by the Credit Union Association of New Mexico, represents the trade group's first major project under the Young & Free banner, launched this year as a means to reach the Gen Y 18-25 demographic.

The “Meal Give Away” campaign, which runs Nov. 21-Dec. 19, includes four weekly contests that reward winners each with a $100 prize combined with donations directed to local food banks.

“Our effort combines a contest that gives participants an opportunity to win cash for themselves and give back to their community at the same time,” said a CUANM spokeswoman adding that generated funds “will go toward providing a Christmas meal to a needy family.”

So far 17 CUs in the state have signed on for the Y&F program encouraging Gen Y young adults “to get them involved in credit unions for life.” The Y&F program, now adopted by a number of state leagues, has been promoted through a British Columbia firm, Currency Marketing.

Participants enter through the Young Free New Mexico website, by submitting a photo, written paragraph or a short video “depicting what they are thankful for.” The weekly winners are then chosen based on a popular vote on the site.