Australia’s major churches are to unite for what will be Christianity’s largest ever Australian advertising push.
The “Jesus. All About Life” campaign – created by Sydney ad agency 303 with PR done by Taurus Marketing – begins in three week’s time.
Thousands of churches across 15 Christian denominations in NSW are behind the project which aims to market the message that the teachings of Jesus are still relevant.
The six week campaign will begin with an online component, extending a week later to outdoor banner advertising, print and radio advertisements and culminating on September 27 with the launch of a TVC.
According to the project: “The audience is wide ranging, and hopes to include current and non Christians as well as engaging new audiences in a fresh and accessible way. The key concept of the “Jesus. All about Life” campaign is that by using modern forms of media as a catalyst, every person in every home in NSW will see the campaign in some form. Utilising a modern, fresh approach, the new campaign uses eye catching visuals teamed with witty, humorous and thought provoking comments.”
The campaignwill focus on the paradoxes of modern life. Bible Society CEO Daniel Willis, co-founder of the campaign, said: “Our approach reflects how communications channels have changed from the traditional methods the church may have been using, to using contemporary tools such as viral and social media alongside TV and outdoor advertising.”
303 is beginning to carve out a niche for itself within the spiritual community. Earlier this year it was behind the repositioning of Gloria Jean’s coffee, a brand with a strong connection to Hillsong.