Advertising may do the devil’s work from time to time, but he’s not the only client in the religion (or irreligion) biz these days. The Atlanta-based Episcopal Radio-TV Foundation has been using a television campaign aimed at bringing ‘lapsed Christians’ back into the fold. Created by the St. Louis office of DMB&B, the spots already have aired in Alabama and New Mexico and the foundation plans to extend the campaign later this year to Iowa, Minnesota, Tennessee and Missouri. The results so far? ‘Advertising works,’ declares the foundation’s director, the Rev. Canon Louis C. Schueddig, with congregations reporting higher attendance after the commercials have aired in their areas. ‘If the church can get over its innate resistance to the use of media, we have an enormous opportunity in front of us,’ says Schueddig. ‘But we have a lot to learn and a lot of fear to overcome.’ Not unlike most clients, eh?
Copyright Adweek L.P. (1993)