A television ad campaign will hit Welsh screens for the first time today to encourage people to save and borrow with local credit unions.
The Welsh Government is spending £679,000 on the adverts, which will broadcast during the top slot commercial break during Coronation Street.
It will be followed with adverts on buses and billboards.
The adverts for credit unions will be shown during Coronation Street on Monday.
Wales' 21 credit unions are hoping to increase membership from just 2% of adults to 6% by 2020.
In Ireland, 70% of people are credit union users, while 44% of US earners are members.
The government is investing £1.2m to help them grow and a key target is to attract more members, including those on middle and higher incomes who can save and borrow larger amounts.