Coopera Comes in as Newest 'Open Your Eyes' Campaign Partner

The Credit Union Awareness, LLC, who runs the “Open Your Eyes to a Credit Union” marketing campaign, announced Coopera as the latest partner to expand the reach of the campaign’s efforts as well as building diversity, equity and inclusion collaborations inside the credit union space.

Coopera, a financial services multicultural market solutions company, is the only emerging-markets company in the credit union industry with an exclusive focus on the Hispanic member, and will help “expand the Open Your Eyes campaign to one of the largest, fastest-growing, youngest and most underserved communities in the U.S. – Latinx,” according to a statement released this week.

“Our partnership with Coopera will not only expand how credit unions utilize the customizable Open Your Eyes campaign marketing assets but extend their individual opportunities to serve more members across a diverse and growing community. Coopera will help enrich the paid digital campaign strategy to better reach and increase credit union consumer consideration among Spanish speaking audiences. This is the perfect next step in the campaign’s evolution and growth,” the statement said.

This partnership helps to further the Credit Union Awareness mission to expand the “Open Your Eyes to a Credit Union” campaign in an effort to increase credit union awareness and consideration in the minds of all consumers.

More than 1,106 organizations have pledged $52 million to support the Open Your Eyes campaign. It has launched in 25 states and is expected to launch in at least five more in coming months. Just last month, the campaign expanded into Montana.

According to a press release, Coopera’s work will increase membership, grow revenue and boost loan volume for their clients by providing culturally relevant financial products and services designed specifically for the needs of Latinx consumers.

“I have been truly fortunate to devote 25 years of my professional life to support, believe and be a witness to all the extraordinary feats that our cooperative business model allows us to do.” Victor Miguel Corro, CEO of Coopera and first chair of the CU DEI Collective, said.

The statement indicated that the new collaboration between Credit Union Awareness, LLC and Coopera could be an example of the ways to bring DEI issues into the forefront of minds of those involved with the credit union industry. “This partnership provides tools so that credit unions find new ways to communicate and resonate culturally in underrepresented communities, which usually are financially underserved,” the statement said.

“Though U.S. credit unions have made great strides in providing access to financial services to more than 120 million people, as a movement, we have work to do to reflect the growing diversity of people in our country,” Corro said. “I am interested in calling people in to build a U.S. credit union space that supports the notion that all are welcome, and all belong, and everyone needs to be included. Our mission will not be fulfilled until we find a way to provide financial services to all. Relentlessly.”

The statement said since its inception more than 10 years ago, Coopera has helped reach and serve more than one million Latinx consumers.