March 31, 2009

CHICAGO – The Evangelical Lutheran Church in America (ELCA) will launched a national television "brand campaign" March 30 on national cable channels and in selected television markets. A second campaign will follow beginning May 11.

"The purpose of the ELCA brand campaign is to grow awareness of the Evangelical Lutheran Church in America and inspire members to invite others to a worship service," said Kristi S. Bangert, executive director, ELCA Communication Services. "After two years of research, testing and tweaking, the ads are ready for prime time."

Through April 19 two ELCA television spots featuring the tag line "God's work, our hands," will air on the Cable News Network (CNN), Headline News (HLN), the Fox News channel, Home & Garden Television (HGTV) and the Do It Yourself (DIY) Network.

One spot, "Dignity," features Trinity Lutheran Church, Bismarck, N.D., in its outreach to people who are homeless and hungry. The other spot, "Hope," features a Lutheran mission in Senegal that teaches business skills to women. The spots can be viewed at http://www.ELCA.org/ads/tv/ on the ELCA Web site.

The spots also will be broadcast locally in Fargo-Valley City, N.D.; Minneapolis-St. Paul, Minn.; Minot-Bismarck- Dickinson, N.D.; Rochester, Minn.-Mason City, Iowa-Austin Minn.; and Sioux Falls, S.D. Bangert said these markets were chosen because many Lutherans reside in these areas, and congregations are experiencing significant growth in ELCA baptized membership.

ELCA Communication Services staff worked with Tom, Dick & Harry Advertising, Chicago, to arrange the advertising schedule.

The television ads are supported with print, outdoor and online advertising artwork that can be used by congregations, Bangert said. These materials will be available at http://www.ELCA.org/ads/ on the ELCA Web site.

Congregations can also help spread awareness of the campaign, she said. A congregational marketing kit, featuring bulletin inserts, postcards, posters and an outdoor banner supporting the campaign will be available online. Components will be posted throughout April at http://www.ELCA.org/ads/kit/ on the ELCA Web site.

The brand campaign is timely given the uncertain economic outlook, Bangert said. "This church wants people to know that we are out there offering hope and care – doing God's work with our hands," she said.

"By putting this comprehensive plan into action, we hope to spread the word about what God is doing in and through the ELCA," Bangert said.

ELCA News Service