America First Credit Union wins top national marketing award for best use of emotion

AFCU earns four honors at the Diamond Awards from America’s Credit Unions, including two Category’s Best awards

RIVERDALE, Utah (March 26, 2026) — America First Credit Union (AFCU) won four national marketing awards at a major industry competition, including the top honor for use of emotion in advertising.

The Diamond Awards, presented by America’s Credit Unions, recognize the most effective and innovative marketing campaigns across the credit union industry. This year’s competition drew a record 1,481 entries from 181 credit unions across 42 states, with 330 awards presented.

AFCU’s 2026 Diamond Award wins include:

• Clarity Award (Best Use of Emotion in Advertising) and Diamond Award — Internal Marketing / Incentive Program — Care-a-Lot Employee Giving Program
  An internal campaign featuring real employee stories that show how coworkers support one another during life’s most difficult moments, using authentic storytelling to reconnect employees with a long-standing program and inspire renewed participation.
• Category’s Best — Payment Card Design — Utah Mammoth Debit Card
  A clear debit card designed to resemble an ice rink, featuring the Utah Mammoth logo embedded in the “ice,” was created in partnership with the newly rebranded Utah Mammoth hockey team.
• Category’s Best — Educational Video — Choosing the Right Credit Card
  A short, social-first video that breaks down the pros and cons of common credit card types in a simple, easy-to-understand format.

Together, these campaigns reflect America First’s focus on creating meaningful connections, whether supporting employees during difficult moments, helping members make informed financial decisions, or celebrating partnerships that bring communities together.

“These awards recognize work that connects with people in meaningful ways,” said Thayne Shaffer, president and CEO of America First Credit Union. “That’s exactly what our team is focused on, creating campaigns that reflect our commitment to helping members and communities thrive.”

“We are proud to recognize America First Credit Union and this year’s Diamond Award winners for their entries that deliver both creativity and results,” said Lorrell Bellotti, Diamond Awards co-chair and chief marketing officer at Western Vista Federal Credit Union in Cheyenne, Wyoming. “These entries demonstrate an understanding of the people we serve and strategic execution that delivers measurable impact.”

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ABOUT AMERICA FIRST CREDIT UNION 
Founded in 1939, America First Credit Union has grown from a single branch serving military personnel and federal employees into one of the strongest and most progressive credit unions in the country. The credit union is the largest in Utah and has 117 locations across Arizona, California, Idaho, Nevada, New Mexico and Utah. It is also the fifth largest credit union in America with more than 1.5 million members, and the sixth largest in assets with more than $24 billion. America First Credit Union is a member-owned, not-for-profit cooperative dedicated to building communities and helping members do more with their money. Learn more at americafirst.com.