Altura Credit Union
CARES CAMPAIGN
When Altura Credit Union set out to amplify its community impact, the goal wasn’t simply awareness, it was connection. Under the Altura Cares banner, HyattWard developed a fully integrated campaign centered on authentic storytelling, emotional resonance and measurable community support.
At the heart of the campaign were documentary-style videos designed to bring the mission to life. Rather than rely on purely scripted brand messaging, we built the creative around real stories and real impact. Our team developed the concept, wrote the scripts, conducted interviews, scheduled and directed the shoots, cast voiceover talent, and managed every aspect of post-production. The result was a cohesive video series that showcased how everyday debit card usage could directly benefit local nonprofits.
PROJECT SCOPE:
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Campaign Concept & Strategy
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Art & Creative Direction
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Copywriting & Messaging
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Video Concept, Production & Post-Production
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Billboard Design & Outdoor Creative
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Integrated Campaign Development
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Creative Oversight & Production Management
The creative hook was simple but powerful. For every swipe of an Altura debit card, the credit union made donations to designated community partners. The community partners were selected by the membership. That promise was underscored visibly through a bold outdoor execution featuring the headline:
“Charlie’s Card Helps Burn Injured Children. What does your card do?”
The line stopped traffic, figuratively. By pairing a personal name with a tangible outcome, the billboard transformed what was a routine financial transaction into an act of generosity. It reframed a debit card from a payment tool into a vehicle for change.
The campaign worked because it tapped into the proven strength of cause marketing. According to the 2022 Porter Novelli Purpose Tracker, 71% of consumers say they are more likely to buy from a brand that supports a cause they care about. Similarly, Cone Communications’ research on corporate social responsibility has found that nearly 80% of Americans want brands to address social issues. Purpose is no longer a “nice to have,” it’s an expectation.
For Altura, the initiative reinforced its position as a member-focused, community-first financial institution. For members, the program removed barriers to participation. There was no extra cost, no additional effort, simply use your card and give back.
From concept to completion, HyattWard ensured every element worked together: compelling interviews, emotive storytelling, strong visual identity, and bold outdoor messaging that extended the reach beyond video channels. The campaign built emotional equity. The billboards drove curiosity and action. Together, they created a unified narrative that demonstrated how local banking can produce local impact.
Altura Cares proves that when a brand’s values are visible, and verifiable, marketing becomes more than communication. It becomes contribution.
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