CHICAGO (ELCA) -- The Evangelical Lutheran Church in America (ELCA) launched 30-second television spots on national cable network television beginning Nov. 27, to run through Dec. 14. The television spots are part of the ELCA's Identity Project, a multimedia effort aimed at raising awareness about the Lutheran church.
The spots are intended for audiences between the ages of 24 and 49. Cable networks were selected based on their ability to deliver information about the church to this age group. The networks are CNN, CNN Headline News, E! Entertainment, Lifetime, Nick-at-Nite (Nickelodeon), TBS, TLC (The Learning Channel), TVLand, and USA. TBS, Lifetime, USA and Nick-at-Nite are four of the top five networks intended to target the adult audience. E! Entertainment will air spots designed for younger generations, while spots on CNN and CNN Headline News will deliver information to older adult audiences.
The two 30-second ELCA television spots were designed to communicate with audiences popularly identified as "Xers" and "Boomers." The popular music backgrounds -- "Have a Little Faith in Me" by John Hiatt and "Reach Out" by the Four Tops -- and the images and narration were developed toward that goal.
"We wanted to be sure that as a church we're not talking to ourselves, but rather with those who currently have no church relationship," said Kristi S. Bangert, Identity Project manager and director for internal church communication and marketing, ELCA Department for Communication.
The Identity Project uses broadcast and print advertisements to reach new audiences with information about the ELCA. The project includes an English-text Web site to provide information: http://www.sharingfaith.org.
The church's Spanish-language Identity Project includes television, radio and print materials developed for use in areas where ELCA congregations use Spanish as their primary language for worship, education and outreach. Its Web site is=20 http://www.compartiendolafe.org. =20
Aid Association for Lutherans (AAL), a fraternal benefits society based in Appleton, Wis., committed $1.75 million for the Identity Project. The ELCA Church Council has provided nearly $3.5 million for the project, including a commitment of $2 million in 1999 from ELCA reserve funds.
For information contact:
John Brooks, Director (773) 380-2958 or NEWS@ELCA.ORG
http://listserv.elca.org/archives/elcanews.html
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About the Evangelical Lutheran Church in America:
The ELCA is one of the largest Christian denominations in the United States, with 2.8 million members in more than 8,500 worshiping communities across the 50 states and in the Caribbean region. Known as the church of "God's work. Our hands.," the ELCA emphasizes the saving grace of God through faith in Jesus Christ, unity among Christians and service in the world. The ELCA's roots are in the writings of the German church reformer Martin Luther.
For information contact:
Candice Hill Buchbinder
Public Relations Manager
Candice.HillBuchbinder@ELCA.org
