As Editor-in-Chief Paul Gentile's Feb. 8 column suggests, the time is right for an ongoing activity to increase credit union awareness on a national scale, and the California and Nevada Credit Union Leagues would welcome such a discussion. We applaud the many credit unions and leagues that are involved in a broad variety of advertising efforts that reach large numbers of consumers. Unfortunately, these periodic and unconnected local and regional activities do not seem sufficient to address a long-term, national credit union concern. Consumers and policymakers throughout the country just don't know enough about credit unions, and this widespread lack of awareness weakens credit unions' standing on many levels. Credit unions have to work harder to gain legislative support for our issues when elected officials don't understand the unique aspects of credit unions that benefit consumers. And as the banking industry continues to ramp up its efforts to restrict and tax credit unions, this problem will only worsen. Additionally, term limits in many states generate constant turnover among elected officials and accentuate the need for ongoing education of consumers who will become the policymakers of the future. Furthermore, experiences in states where banker attacks have been the most relentless – Utah, Iowa and Florida in particular – underscore the important role consumers can play. Policymakers have responded to pressures from an informed and motivated constituency, and an ongoing public awareness activity will help develop and sustain local bases of consumer support. Studies in our states and in many others clearly indicate that millions of consumers nationwide – including many of our own members and public officials at every level – are uninformed about credit unions. And although current activities that promote credit union awareness may be considered successful for the duration of the campaigns, the goal of an effective public awareness program is to develop lasting understanding of credit unions that can only be achieved through an ongoing activity. Our research demonstrates that awareness dips significantly during any early break in advertising. That is why larger advertisers – such as those behind the Got Milk? campaign cited in Gentile's column – maintain their campaigns over the long term: to produce enduring results. Past attempts by credit unions to initiate an ongoing national awareness campaign have not been successful for a variety of reasons, but primarily because we all have strong, independent views about the need for such an activity, the messages credit unions should be sending to consumers, and the cost and means for funding such a program. However, as bank attacks intensify, renewed cooperation is needed to identify an approach that can best meet the needs of our diverse credit unions and leagues. We also need to accept that lack of awareness about credit unions is a problem for each of us. We all have a stake in federal legislative and regulatory matters that affect credit unions, whether or not you are satisfied with the environment in your state. Moreover, although each of us would prefer to retain full local control of the advertising media and messaging, there are many benefits to a nationwide program including economies of scale that should persuade credit unions and leagues to seriously consider a cooperative venture. Let me cite a few examples: * The media purchase is by far the most costly component of an advertising campaign. However, buying media on a large scale can lower costs in most markets, maintain strong reach within local communities, and make affordable the ongoing activity needed to sustain awareness and support. * Many current credit union campaigns use a variety of media, but most large markets find the cost of television prohibitive. Our approach has been a radio-based campaign supported by print advertising and integrated with grassroots advocacy efforts. We have found this media mix to be effective and less costly, and thus could provide an affordable alternative in most markets. * Everyone has an opinion on content, but the basic messages needed to increase awareness of credit unions are essentially the same whether your primary focus is building support or building business. Consistent messaging lessens production costs, while improving results across the board. * Credit unions need to accurately measure advertising results with ongoing research of consumer awareness and attitudes. We can also reduce these costs by sharing research design and conducting studies on a large scale that reach into local markets. As Gentile points out, the California and Nevada Leagues' Public Advocacy Program has had a successful first year in increasing public awareness. In addition, policymakers, including state legislators and members of Congress, have reacted positively to messages they have heard. As a result, our member credit unions have given their overwhelming support to an ongoing public awareness activity as an essential part of our credit union advocacy program. Perhaps our program and others can serve as models and starting points for renewed discussion of a national credit union awareness activity to meet present and future needs. I look forward to continued dialogue and hope that it will lead to appropriate action. David L. Chatfield President/CEO California and Nevada Credit Union Leagues Rancho Cucamonga, Calif.