BEAVERTON, Ore. -- Oregon is home to the Grateful Dead, a strongenvironmental movement, and a legacy of shaggy haired long-distancerunners. As a result, Oregonians are probably subjected to morethan their fair share of hippie stereotypes.

The Oregon Association of Credit Unions believes a combinationof counterculture sensibilities and education make Oregonians ripefor credit union membership.

The state trade association will introduce print and radioadvertising Oct. 2 to support its "You Belong" advertisingcampaign, which encourages credit union awareness and membershipstatewide. The campaign was launched Sept. 11 with billboardadvertising, and the group has also created branch awareness kitsfor participating member credit unions.

Industry awareness campaigns are nothing new for state leagues,but the Oregon group tapped Portland-based Ant Hill Marketing tocreate a message that specifically appeals to citizens of theBeaver State.

"Oregonians are receptive to hearing about their options.They're the kind of people who want their money to stay in thecommunity, not go to an anonymous shareholder out of state," saidLaura Wieking, association spokesperson.

Wieking said that the campaign doesn't address any credit unionindustry issues, but added the league hopes that an increasedawareness of credit unions will help citizens make a more informedchoice if a specific political issue does [email protected]