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UK marketers tell churches to ditch crucifixion

Churches in the UK are being urged to drop the image of the Crucifixion and instead highlight the social benefits of filling the pews in an effort to boost Sunday attendance.

Traditional approaches such as showing Jesus on the cross and Bible quotations are a turn-off to non-churchgoers, according to one of two suggested advertising campaigns drawn up by agencies.

Instead, advertisers say churches should highlight their community life, the chance to have a good sing, hear a good sermon and have a heart-to-heart chat.

Another separate campaign has advised that churches should target 30 to 40-somethings who have the trappings of success but feel there is something missing.

Both campaigns were commissioned with a brief to reverse declining church attendance levels and are featured in September's issue of the evangelical magazine Christianity+Renewal.

In its proposals, Khameleon Advertising said Christians should highlight the social event of going to church, including the chance to catch up with news and friends.

Guy Lupton, managing director of Khameleon Advertising, said: "We don't think people want to be preached at, and we didn't want traditional images like pictures of Jesus on a cross. The key is to get people through the door of the church and let them make up their own minds."

Link ICA, based in Maidstone, Kent, opted for the slogan Get a Life - Go to Church, with a "medicine for the soul" message including pictures of ambulances, a doctor's bag and a plasma drip.


Christianity+Renewal | Plugging Church
Khameleon Advertising

15 Aug 2003