Below are the concepts, direction and approaches for the You Matter treatment.  An emotional connection will always drive the viewer to care more, and peel back the layers of the story to discover the subject's story as well as the investigation of their own connection to the story.  Underneath it all, CUNA Mutual will be woven into the story in a compelling way that allows the viewer to see the value of their involvement for themselves.  As opposed to telling them directly.