The Open Your Eyes to a Credit Union campaign was conceived out of both curiosity and necessity. Why had credit union market share remained stubbornly stagnant at 7% over the last 25 years? What could be done to create the momentum necessary to significantly move the needle? Our market research revealed consumers were familiar with credit unions. What's more, credit unions had a positive reputation in the financial services industry. So why weren't more people joining credit unions? The research clearly revealed consumers weren't sure of their eligibility to join, and if they did, they assumed accessing their money would be difficult and available only locally.