For the past two weeks, The Borrowers has lit up Irish television screens on Tuesday evenings at 8.30pm. Narrator Pauline McLynn, of Father Ted fame, provides a tongue-in-cheek commentary for the half-hour programmes which give viewers an insight into the weird and wonderful reasons people borrow from their credit unions. As Pauline McLynn told viewers – they were being treated to a look inside what could be considered the most secretive room in Ireland, for the first time ever!
There has been some fantastic media coverage to date, most notably an interview with borrower Kathe and Linda, and Heritage Credit Union’s loan officer, Celine Yarr on RTE Radio 1’s Ray D’Arcy show. Elsewhere, the show got a great plug on Today FM’s Dermot and Dave Show’s Maria What’s on TV? segment. There was also great coverage in the regional newspapers and local radio stations around the four credit unions featured in the series; Cara Credit Union (Tralee), St Dominic Credit Union (Waterford), Heritage Credit Union (Dublin) and Mullingar Credit Union.
While ‘The Borrowers’ is an independent television series owned by RTE, it presents a significant opportunity to showcase the personal, caring service which credit unions provide, and to position credit unions as the lender of choice for ordinary people across the island. To this end, we have developed an eight week campaign, which predominantly utilises social media, to capitalise on the opportunity presented by ‘The Borrowers’.
The creative ambition is to highlight that credit unions represent the ‘human’ way to get a loan. Credit unions look at people as individuals, with their own stories and their own reasons to borrow. No two loans are the same and, equally, no two borrowers are the same. At the most fundamental level, we want to signal that credit unions are open for all types of loans, to people from all walks of life.
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