ELCA Launches National Identity Campaign (Corrected copy)

     CHICAGO (ELCA) -- The Evangelical Lutheran Church in America (ELCA) is launching a nationwide identity campaign to raise awareness of the Lutheran church among people not associated with any church and to reinforce positive views of the ELCA among its members.  The campaign, which is being unveiled to a conference of ELCA communication professionals here Aug. 27-30, will involve television, radio and print ads and outdoor advertising.
     "This campaign is an answer to a prayer for many, a prayer that the ELCA might be visible through the public media of television, radio, and print advertising," said the Rev. Eric C. Shafer, ELCA director for communication.
     Kristi Bangert, project manager, said, "Religious advertising, once low-key and rarely seen, is stepping up its profile.
     "Pre-project research reveals that two out of three people claim religion is more important to them now than it was one year before," Bangert said.  "One need only witness the increase in popularity of religious television programming to sense the momentum of this trend."
     The research pointed the ELCA to two age groups: baby boomers (with children) and "Generation X," young adults 18-30 years of age.
     One television commercial features families and children, backed by the Four Tops' classic song, "Reach Out I'll Be There."  Its theme is tied to the significant rise in the priority of family among baby boomers: "What will the world be like for our children 20 years from now?  It all depends on what we teach them today."
     Another TV ad will stress the themes of diversity and peer relationships valued by Generation X.  Thirty- and 60-second radio ads have been produced as well.
     Bangert said, "We are putting kits into the hands of 160 ELCA communicators, including sample TV spots, radio spots, and a print ad series that can be customized by congregations."  With training and the kits, the communicators will return to the ELCA's 65 synods "to prepare pastors and lay leaders for the public roll-out of the campaign in their areas and to hone their media skills, evangelism and hospitality," Bangert said.
     Earlier this year the ELCA formally introduced a new logo that will be featured throughout the identity campaign.
     A web site dedicated to the campaign, linked to the ELCA home page, will offer information and a chance to respond.  Additional project materials in Spanish are being developed, Bangert said.
     "The campaign responds to requests from throughout the church and follows three years of preparation and involvement of folks from ELCA congregations, synods, institutions and churchwide units," Shafer said.
     "In our research 70 percent of respondents said their major source of information on religion is television," Shafer said.  He explained that almost half of those could remember the specifics of an ad put out by the Church of Jesus Christ of Latter Day Saints, the Mormons.

For information contact:
Ann Hafften, Director (773) 380-2958 or NEWS@ELCA.ORG
http://www.elca.org/co/news/current.html