[Loves Park, Illinois] – (May ) Rock Valley Credit Union (RVCU), a local, independent financial institution dedicated to serving individuals and families, is proud to announce the launch of its Choose Kind initiative – a community-driven effort focused on spreading kindness, inclusion, and respect.

At RVCU, we believe kindness isn’t just a value – it’s an action. The Choose Kind initiative is designed to inspire compassion, encourage inclusion, and support anti-bullying efforts throughout the communities we serve. Last year, RVCU staff volunteered more than 360 hours in the community, and through this initiative, we will continue strengthening partnerships with local organizations and programs that share our commitment to choosing kindness.

Darlyne Keller, President/CEO of Rock Valley Credit Union said, “Kindness is a choice we make every day, and by choosing it together with our partners, we’re strengthening communities where people feel safe, valued, and empowered to stand united against bullying of any kind.”

To bring the initiative to life visually, RVCU invited local artists to help design the official Choose Kind logo. The selected design will be featured across RVCU merchandise, social media, print materials, and in-branch displays – serving as a daily reminder of the impact kindness can have.

In addition, each RVCU branch will feature a Choose Kind Wall, inviting members to share why they choose kind.

RVCU is proud to partner with Northern Illinois University Athletics and NAMI to expand the reach and impact of this initiative.

Ryan Sedevie, Senior Associate Athletic Director/Collegiate Advancement & External Affairs said, “One of the pillars in NIU Athletics’ strategic planning process has been Community Connection.  We have aligned with partners who are committed to making a positive impact within our community.  The Choose Kind Campaign is a great example of this, and we were happy to be a part of this with our friends at Rock Valley Credit Union.”

“Kindness plays a critical role in mental health because it builds the connection and trust people need to feel safe. At NAMI Northern Illinois, we know that when individuals feel seen and respected, they are far more likely to seek support. Creating a culture rooted in kindness helps turn silence into conversation and connection into healing,” said Danielle Angileri, Executive Director of NAMI Northern Illinois.

Additional partners supporting our Choose Kind initiative include the Discovery Center Kids Museum, The Rockford Peace Center, GoRockford, YWCA of Northern Illinois, UW SwedishAmerican Foundation, Mosaic, GiGi’s Playhouse, Loves Park Police Department, with more organizations expected to join throughout the campaign.

Through Choose Kind, RVCU aims to spark conversations, inspire action, and strengthen our communities.

For more information about the Choose Kind initiative, visit rockvalleycreditunion.org or stop by your nearest RVCU branch.

About Rock Valley Credit Union

Rock Valley Credit Union is a not-for-profit financial institution owned and operated by its members since 1968. Its field of membership includes Winnebago, Boone, Ogle, DeKalb, Lee and Stephenson Counties, IL, and Green, Rock and Walworth Counties, WI. RVCU prides itself in customized services for each of its 16,000+ members and is dedicated to supporting more than 30 community events and organizations each year. RVCU is headquartered in Loves Park, with additional locations in DeKalb, Rochelle, and Machesney Park, IL. For more information, visit rockvalleycreditunion.org.