CHARTWAY CREDIT UNION
MEDIA CAMPAIGN: Becoming financially responsible
We teamed up with the nonprofit financial institution, Chartway Credit Union to dive into the highly topical issue of personal spending and saving, comparing the behaviors and attitudes of different generations.
Generational spending and saving
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Our approach
Together with our Talker Research team, we conducted an online poll with 2,000 Americans and asked them about their personal expenditure, saving habits and “financial responsibility”.
The results revealed that more than three in 10 adults still have at least one bill on their parents’ tab. By diving deeper into the research data and using generational splits, we were able to pull newsworthy insights and story angles that really resonated with the media.
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The story angle
Our survey found that almost one-quarter (24%) of millennials polled said their parents cover their rent. It also showed that despite not managing all of their expenses, 85 percent of respondents consider themselves to be financially responsible.
Our data-led news copy included key messaging from the commissioning brand “How to spend and save responsibly are lifelong lessons,” Brian T. Schools, President/CEO of Chartway Credit Union, said. “It’s noteworthy to see that over three-quarters of those surveyed have been managing their own money for most of their lives. Still, a third of respondents find it difficult to find helpful resources to manage their finances.”
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Award winning
The subject was a strong talking point, with the story achieving 300 pieces of earned media coverage, an estimated 16.8 million views and over 2,300 social media engagements.
Among the major media outlets covering the story were the New York Post, The Hill, ABC, Nasdaq, Fortune, and Yahoo.
The campaign won Chartway Credit Union a Diamond Award honors at the 2024 CUNA (America’s Credit Unions) Diamond Awards.
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.