JACKSON, Miss. (7/2/09)--An “iBelong” television and radio campaign is boosting credit union awareness among Mississippi residents. Created by the Pennsylvania Credit Union Association, “iBelong” began running in Mississippi in January, according to the Mississippi Credit Union Association. A survey completed in May 2009 showed respondents had increased awareness of credit union eligibility, increased favorable perceptions of credit unions and had recently heard positive news about credit unions, when compared to 2007 survey results. Favorable perceptions about credit unions outweighed unfavorable impressions by a 4 to 1 ratio. For example, the number of respondents saying the description “cares more about people than profits” describes credit unions rather than banks increased 300% in 2009. In addition, the “iBelong” campaign is credited with helping boost credit union membership. Mississippi credit unions’ first quarter 2009 member-growth rate was five times greater than the growth rate for all of 2008. The “iBelong” campaign is also being used in Pennsylvania, Illinois and Vermont.