Church does integrated media too
Tuesday, September 15th, 2009 by Jon Clements
The Church of England is taking to the airwaves in the battle for souls or, at the very least, a few more bums on pews come Sunday.
Its first-ever radio ad - created by what the Guardian calls a “Christian media production company”, Whistling Frog Productions - might be the aural equivalent of the trendy vicar wearing Doc Marten boots; but based on a difficult brief (getting people to go to the Church of England at the weekend, instead of the Church of Retail), it does a good job.
And it doesn’t stand alone. As part of its “Back to Church” campaign, The church is clearly getting good advice about integrating its media activity, therefore adding video and audio to the mix.
As a church spokesman says about the radio medium: “It’s a chance to talk to people at the breakfast table and on the drive home. That is the beauty of advertising on the radio.” With a difficult message to convey, nothing beats a captive audience.
