The New York Times has reported that few U. S. credit unions have used low public esteem for commercial banks to market themselves.

It has been reported that a handful has made commercials showing "bankers" confessing the sins of high fees or, in one case, bathing in dollar bills. But most have been content with business as usual and membership figures do not show any big uptick in the wake of the banking scandals.

The newspaper reported on Saturday that Bill Hampel, chief economist for the Credit Union National Association, said there has been talk of a national advertising campaign, but no agreement on how to pay for it. He thinks credit unions also have a language problem.

Hempel told the Times, "The first big problem is the word 'credit,' and the other is 'union.'"

Something many people now hope to avoid, credit makes potential customers think of debt. Many also believe they have to join a labor group to join a credit union.

It was further reported that the low-key approach means many people do not even realize they are eligible for credit union membership. (With Inputs from Agencies)