LANSING, Mich. — For the fourth time in seven years, LAFCU has been chosen as the winner of the Innovation Award from the Michigan Credit Union League.
The award was received for LAFCU’s Love & Equality Art Initiative, which uses Michigan art to help heal the community after the tumultuous events of 2020.
LAFCU’s virtual children’s reading program, Listen & Learn, placed second for the Dora Maxwell Social Responsibility Community Service Award, which recognizes credit union efforts to strengthen and improve the community through outreach beyond personal finance education.
“We are always looking for new ways to meet the challenges of an ever-evolving world,” said Kelli Ellsworth Etchison, chief marketing officer and chief diversity officer. “We value an innovative and community-minded culture so we can be our members’ ‘Credit Union for Life.’
“We’re grateful for the outpouring of support for both programs — from the talented Michigan residents who created the artwork for the art initiative to the myriad businesses and organizations that helped provide creative content for the reading program.”
Members of the LAFCU marketing team accepted the awards at the Michigan Credit Union League annual convention.
The LAFCU Love & Equality Art Initiative uses graphic depictions of 10 healing words by Michigan artists as public reminders for what is important in daily life. An estimated 1.5 million people in Michigan saw at least one of the 10 art pieces during 2021. The 10 words are Love, Humanity, Change, Peace, Kind, Empathy, Unity, One, Hope and Heal.
LAFCU shared the artwork across the state via billboards and LAFCU’s digital channels. Other organizations provided grassroots support that extended the exposure. An early supporter was Eaton Theatre in Charlotte, which continues to show the artwork before major attractions.
“The initiative reflects on LAFCU as a leader,” said theatre owner Leann Owen. “It shows they are not ‘just’ a business, but one that has planted its roots in the community and is willing to put in the hard work to contribute to an enriched life for residents.”
The art can be viewed at www.lafcu.com/loveandequality.
LAFCU Listen & Learn Program is a virtual reading initiative borne when the pandemic prevented the credit union from delivering in-person financial literacy presentations at schools. LAFCU partners with libraries, businesses, organizations and individuals to present live, virtual events that encourage engaged reading through topical themes and expanded learning activities, such as music, art and dance.
The recorded live events as well as readings of children's book are available on LAFCU's YouTube Channel. Book readings are also accessible via the telephone.
Other LAFCU programs earning MCUL Innovation Awards the past seven years are:
- LAFCU Incredibles — An employee group that became internal cheerleaders as LAFCU pushed the envelope in providing superior member service.
- LAFCU-Perry community partnership – A financial literacy program in the schools that led to locating an interactive teller machine (ITM) in a grocery store to fill a financial services need.
- “Down to the Letter” marketing campaign – Advertisements that used the visual of a team constructing 6-foot-tall promotional letters to represent LAFCU’s 80-year history of building strength and integrity.