CU Hopes Young & Free Will Listen to One of Their Own
Jan 14, 2008 
Credit Union Journal | By Joyce Moed, Reporter
ALBERTA, Canada—While the U.S. is in political thrall to the ongoing presidential primaries, the result of a much different election is garnering attention in Canada, where 19-year-old Larissa Walkiw has been voted into a brand new office.
The St. Albert, Alberta native has been elected to a one-year term as Common Wealth Credit Union’s Young & Free spokesperson.
Walkiw was selected after young Albertans voted for her in an online election, between her and two other finalists. Walkiw secured 49% of the votes thanks to her creative video blogs and e-journals posted on the Young & Free website, www.youngfree alberta.com. In one month, Walkiw’s videos were viewed 3,632 times on YouTube, and her Facebook group grew to 300 members.
“Larissa is dynamic, likeable and definitely comfortable with all things web, so it’s no surprise that she captured the attention of the 25-and-under crowd,” said Jeff Mulligan, CEO of the 52,000-member Common Wealth CU.
As the Young & Free spokesperson, Walkiw will travel around the province, attending and speaking at events, producing and posting audio and video podcasts, and writing regular blog entries on everything from financial to pop culture.
“Like other credit unions, we have a real good penetration into the over 30 sect–and the 18 and younger because they bank where their parents bank,” Mulligan said.
It’s the 18- to 25-year-old group that is the hardest to reach, he said. “And that is when key financial purchases are made,” Mulligan said. “They are making their first financial independent decisions. That’s where ‘Young & Free’ came from. You’re young and free when you’re make your own way."
Mulligan explained that through the younger generation, with the help of the Internet, “one person can reach out to 1,000 in a network where each of those could reach out to another thousand.”
Walkiw officially started off her year as the Young & Free spokesperson for the $1.6-billion credit union on New Year’s Day with a special video blog on the website. She will work 20 hours a week earning $30,000, and is also receiving a Blackberry, laptop computer, digital camera, a car sporting the Young & Free logo, and an expense account.
“I am very excited to connect with 17- to 25-year-olds and help Common Wealth Credit Union see what they can do for us through the Young & Free program,” Walkiw said. “It’s exciting to be part of an initiative that involves young people to the extent that we decide the financial services that we need and how they are communicated to us.”
The Young & Free spokesperson initiative kicked off Oct. 3. Three finalists–Shane Lamotte, 23; Paula Mickelson, 22; and Larissa Walkiw, 19–were chosen based on the creativity, quality and style exhibited through their video entries.
The initiative was marketing through the Young & Free website, and throughout the Internet on sites such as MSN, Flicker, and YouTube, Mulligan said.
“Press releases were also sent to local media,” he said. “The interest was incredible. Seldom do things go exactly as you plan, but this did. All I can relate it to is when someone writes a hit song and you say ‘This is going to be big.’”
