In brief: Credit unions recruit

The Pennsylvania Credit Union Association launched a statewide advertising campaign to encourage more people to join credit unions.

The Pennsylvania Credit Union Association launched a statewide advertising campaign to encourage more people to join credit unions.

The 18-month, $2.25 million campaign includes television, radio and Web-based advertising.

Research showed the top reason why people did not join credit unions was that they were unaware they were eligible to join, said PCUA spokesman Michael Wishnow. The purpose of the campaign is to show there is a credit union for everyone, he said.

The campaign directs audiences to a Web site where they can look up credit unions and determine which institutions they are eligible to join. That site is www.ibelong.org.

The effort is being funded with a special assessment on PCUA member credit unions. The target audience is women ages 25 to 49 because research shows they are the primary financial decision makers in most households, Wishnow said.

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