Knight Life

The Knights of Columbus, tired of being perceived as a bunch of middle-aged white guys who hang out at the local hall with no social agenda, wants a new image.

The group, based in New Haven, Conn., enlisted Hanon McKendry in Grand Rapids, Mich., to create a national branding campaign, including TV and print ads. A 30-second spot broke April 15 and will run nationally through mid-May in prime time and during major sporting events such as the NBA playoffs and the Kentucky Derby.

The black-and-white spots show gritty images of men of different ethnicities attending various kinds of charity events. “The message is that now more than ever, we are all called to get involved,” said Carl Anderson, supreme knight of the 120-year-old fraternal service organization, which is affiliated with the Catholic Church.

“If Catholic men are so motivated, we hope they’ll consider joining the Knights to help us help others,” he said.

Print breaks May 6 and will run through mid-June in Fortune, Forbes and Newsweek. The account is esti mated to be worth about $5 million.