Maybe you’ve heard about this on the news recently, but the United Church in Canada just launched a three-year $9 million campaign called Emerging Spirit that also includes an interactive website and a grassroots effort to get the church’s 3,500 congregations involved. The ads, like the one shown here, are also part of an effort to build awareness of the website www.wondercafe.ca. WonderCafe was launched in hopes of overcoming this negative view of organized religion. It was developed by the church’s Emerging Spirit team of Internet experts, with hopes to connect with 30-to-45-year-old Canadians who don’t have a faith community but are deeply interested in things spiritual. Although the campaign isn’t aimed at converting people – the website makes little mention of the United Church – it is hoped the 30-45 crowd will become more aware that the church “exists.”
I haven’t taken a whole lot of time to look through the website, but from what I’ve seen they’ve really done it up nice. I think it is really important to generate these types of conversations and to help mend the image of the church as one that is incapable of having such conversations. We don’t have to agree on everything, but to be able to discuss in an unthreatening manner is essential to gaining respectability amongst our peers.
Filed under: Ad Campaign, Canada, United Church, WonderCafe.ca
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