BEAVERTON, Ore. -- Oregon is home to the Grateful Dead, a strong environmental movement, and a legacy of shaggy haired long-distance runners. As a result, Oregonians are probably subjected to more than their fair share of hippie stereotypes.

The Oregon Association of Credit Unions believes a combination of counterculture sensibilities and education make Oregonians ripe for credit union membership.

The state trade association will introduce print and radio advertising Oct. 2 to support its "You Belong" advertising campaign, which encourages credit union awareness and membership statewide. The campaign was launched Sept. 11 with billboard advertising, and the group has also created branch awareness kits for participating member credit unions.

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

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

Wieking said that the campaign doesn't address any credit union industry issues, but added the league hopes that an increased awareness of credit unions will help citizens make a more informed choice if a specific political issue does arise. [email protected]