Bohan Advertising|Marketing Taps Utopia Communications to Publicize Groundbreaking Advertising Campaign for The United Methodist Church
The campaign was developed by BOHAN with the goal of making church relevant to a generation that would rather socialize online or be involved in activities that make a difference, rather than sharing liturgies and hymns in the hallowed halls of a traditional church.
“Utopia’s focus on ethics and social responsibility made them a great fit to assist us in promoting this campaign,” noted
The campaign is unique in its use of media channels and poses such questions as: “What if church wasn’t just a place we go, but something we do?” and “What if the church wasn’t just a building, but thousands of doors, each of them opening up to a journey that could actually change the world?”
The call to action is www.10thousanddoors.org, a rich website offering a place for individuals to engage, listen, talk, and find opportunities for action.
“What we are finding is that people enter the church at their own pace and in their own way. We are using the ten thousand doors to represent the many entryways the Methodist Church offers for young people to lead a Christian life,” said Rev.
“The site is highly interactive and offers options relevant to younger people,” notes
The campaign aims to bring attention to one of the truly differentiating features of the UMC.
“Methodists have always been pioneers in reaching people where they are in their lives — whether it’s at a coffee shop, a basketball game or marketplace in Africa,” notes Graham. “Our strategy involves changing the perceptions of the church from passive and insular to one of a vibrant, active community of believers, thus redefining the church as a 24/7 social interaction.”
Dunham noted the campaign’s cultural relevancy, citing research conducted by the Barna Group that finds today’s young people are more critical of Christianity than any previous generation. As a result, church denominations have lost relevance for 18-34 year old adults.
“Sadly, a majority of young Americans believe Christianity is too judgmental and hypocritical,” said Dunham, but she goes on to note that, “The situation is not totally bleak. There is a growing breed of young people who are more interested in being the church than going to church.”
In fact, research shows that the 18-34 year old group is interested in being part of something bigger, something that can really make a difference in the world. In fact, 96 percent of say they want to make a difference with their lives. Sixty-six percent are looking for meaning and purpose, and 62 percent consider themselves spiritual. Another forty-three percent say they have prayed in the last two months.
“That’s why our campaign asks individuals to rethink church beyond Sundays and a building,” said Hollon.
Campaign launch activities will be held in
The campaign will use media variety of media channels, everything from street teams to Google Friends, Twitter to Facebook, and door hangars to tee- shirts. It is composed of a variety of 12 television spots, four radio spots, eight magazine ads, mobile, digital and social media, e-mails, outdoor, cinema, and event sponsorship. Elements of the campaign can be viewed at www.10thousanddoors.org.
The campaign is contextual in nature – linking people’s interests with the messaging. For example, a print ad on daycare will run in Parents magazine, while global initiatives will be part of spots aired on Discovery Channel and literacy programs on ABC Family. The campaign will change over the four years to showcase multiple opportunities for engagement and to mirror opportunities for volunteerism as they come about.
Editorial Note: Campaign executions are available upon request or via www.10thousanddoors.com. Available sources for interviews include
About BOHAN:
BOHAN, based in
About Utopia Communications:
Utopia Communications, headquartered in
CONTACT: Shannon Holt
(732) 542-9100. Ext. 112
shannonh@utopiacommunications.biz
SOURCE Utopia Communications