Power the Future for All of Us: $38.6 Billion Merger, Largest Credit Union Merger in Canada

The Goal

When Coast Capital, Prospera, and Sunshine Coast credit unions announced plans to merge, it represented a landmark opportunity to strengthen cooperative banking in Canada. WinterCove had to deliver a clear, transparent, and engaging communication campaign that would excite the members and employees of three very different organizations and win the necessary Yes vote to make this game-changing merger happen.

The Message

By joining forces, the new federal credit union would have the strength and scale to be a real alternative to the big banks and provide the services and opportunities to allow its members and employees to thrive like never before.

Let’s power the future for all of us became a rallying cry that all could get behind and captured the national mood for economic independence and stability.

Key elements of the campaign included:

• A dedicated microsite (powerthefuture.ca) with merger details, FAQs, and multilingual member resources.
• A comprehensive social media and video storytelling campaign to bring the merger’s benefits to life.
• An ambassador program to train employees as trusted advocates across branches.
• Executive and employee training to ensure alignment and consistent messaging.
• A robust issues management plan to address risks and misinformation proactively.

The Result

The campaign achieved overwhelmingly positive member approval across all three credit unions with Yes votes ranging from 78% to 91%.