The Protestant Church is looking for new ways to reposition its image since more people are leaving the institution. A pitch was initiated by the parish council to overcome prejudices and to start a dialogue not only within the parish but also with the public. BBDO, TBWA and Ogilvy & Mather were among the 120 agencies which participated in the pitch for the $1.5-million account which officially started last fall and ended with newcomer agency Lauk & Partner as the winner in March.
In the first leg of the campaign, directed at the 320,000 members of the parish, the agency will use outdoor and print ads in special magazines called "Misch dich ein" ("Do Interfere"). Parish members are invited to call a tell-free number to offer opinions on subjects of social importance, including the Church itself. Topics introduced on the hotline will be discussed inside and outside the regional parish, and the print, promotion and event campaign will roll out in early fall.
Copyright Adweek L.P. (1993)