Purpose Wins: BECU Honored at Diamond Awards
BECU took home five Diamond Awards in Denver, recognizing standout marketing, communications and community partnership campaigns. Read on to learn about the winning work and the purpose behind it.
Takeaways: BECU Takes Home Five Marketing and Communications Awards
- America's Credit Unions' annual Diamond Awards recognize standout marketing and communications campaigns, bold storytelling and meaningful member engagement across the credit union industry.
- BECU took home five Diamond Awards at this year's celebration in Denver, Colorado.
- The awards recognize BECU's community partnership with the Seattle Storm, two marketing campaigns and its Video Banking video series.
On an unusually warm March evening at the Gaylord Rockies Convention Center near Denver, credit union marketers and communicators from across the country gathered to celebrate their stories of impact, access and community.
America's Credit Unions' Diamond Awards is an annual celebration of credit unions of all sizes. Beyond the sparkling trophies, the Diamond Awards also create space to learn from one another's best ideas while recognizing the work behind them.
The evening's host and emcee, James Robiolotta, frequently referred to the event as the "Oscars of the credit union industry." The room buzzed with conversation as attendees shared their names, what credit unions they worked for, and how many members their organizations serve. Despite differences in size and geographic location, the Diamond Awards highlight the credit union industry's shared focus on creating financial access, improving financial health and serving communities.
"The Diamond Awards offer a meaningful moment to reflect on the shared purpose of the credit union movement and the progress we are making at BECU," said Jason Rudman, BECU chief member and digital experience officer. "Across the country, teams are raising the bar for how credit unions serve members and show up for communities. I'm especially proud of what this recognition represents for BECU and the momentum we're building as a team rooted in the principle of people helping people."
More than 90 judges representing credit unions and marketing agencies sifted through more than 1,400 submissions, narrowing the winners down to just a handful in each category. Entries came from more than 300 credit unions spanning 42 states. BECU stood out, taking home a total of five Diamond Awards.
"Winning five Diamond Awards is a proud moment for BECU because it reflects our focus on showing up for our members with clear, human connection and solutions that make financial access easier," said Adam Sobol, BECU senior vice president of marketing. "From our partnership with the Seattle Storm to member-centered campaigns, and Video Banking, these awards recognize the teams behind the work, and the purpose that drives it."
A theme throughout the night was that creativity matters, but it resonates most when it's rooted in something real — an actual experience, a meaningful partnership or a service that makes life a little easier.
Awards at a Glance
BECU Storm Center for Basketball Performance
BECU's decade-long partnership with the WNBA's Seattle Storm and the launch of the BECU Storm Center for Basketball Performance received a Diamond Award in the Community Partnerships and Endorsements category. Far beyond a name on a building, the center hosts youth programs that teach basketball and life skills, while BECU integrates financial education to make concepts like saving and spending fun and accessible.
"Credit Card Spend and Get" Campaign
BECU's "Credit Card Spend and Get" campaign took home a Diamond Award trophy for excellence in the Complete Campaign category, which drew over 300 submissions. BECU's campaign focused on simplifying emails, listening to member feedback and reaching people through both digital and in-person channels to reconnect with members who had started using other credit cards.
Spokane: "We're Here to Help" Campaign
BECU's "We're Here to Help" campaign in Spokane also earned a Diamond Award for Complete Campaign. Designed to build connection with the Spokane community, the campaign emphasized a simple, local promise: We're here to help — whether our members are budgeting, buying a home, or starting a business. The campaign featured BECU members and employees, reinforcing the idea that progress is easier with a financial partner who listens.
Video Banking (Two Awards)
BECU's Video Banking video series received two Diamond Awards in the Product/Promotional Video category, and the Cutting Edge category, which recognizes a marketing effort that was innovative and broke through the noise. Rather than focusing on the technology itself, the series highlighted how Video Banking makes it easier to connect with a real person. The videos emphasize human support, showing how members can open accounts, apply for loans and get their financial questions answered from wherever they are, without needing to visit a physical location.
More than 180 credit unions were recognized with Diamond Awards during the celebration. Explore other winning entries on the awards page.
The above article is intended to provide generalized financial information designed to educate a broad segment of the public; it does not give personalized financial, tax, investment, legal, or other business and professional advice. Before taking any action, you should always seek the assistance of a professional who knows your particular situation when making financial, legal, tax, investment, or any other business and professional decisions that affect you and/or your business. BECU does not guarantee nor expressly endorse any particular product, service, website, social media site, author or influencer.
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