September 9, 2005

Britain’s Christians rebrand with film ad campaign

LONDON (Reuters) - Christian churches are rebranding their
faith in a cinema-advertising campaign trying to boost their
congregation in Britain.

Billed as the UK's first cinema advertisement for
Christianity the advert -- to be launched on Friday -- features
mountaineer Bear Grylls, Portsmouth soccer player Linvoy Primus
and model Kim Johnson.

Made by film production company The Mob the one-minute
advertisement features Grylls climbing a mountain, Primus
scoring a goal and Johnson sashaying down the catwalk before
they each ask: "Is there more to life than this?"

The campaign aims to boost enrolment on the Alpha course, a
10-week course of informal meetings where participants are
invited to make their own minds up about religion.

The Alpha course was set up 20 years ago by Charles
Marnham, a clergyman at Holy Trinity Brompton, an Anglican
church in west London, to present the principles of the
Christian faith to new churchgoers.

Grylls, Primus and Johnson have all attended Alpha courses.