February 8, 2010

The United Church of Christ will launch its next "God is Still Speaking" commercial on April 16, utilizing the church's best broadcasting arsenal: its own members.

"Yes, a new Stillspeaking ad is coming," says the Rev. Felix Carrion, coordinator of the UCC's Stillspeaking Ministry, "and what makes this debut so significant is that we are counting on the moxy of our million-plus supporters to spiral this viral message around the world."

"We're asking people to set aside that morning – April 16 – for unparalleled texting, Twittering, Facebooking and emailing of this new spot," he says.

Called "Language of God," the 60-second video message is being produced by Think Media, a national advertising firm known for its edgy, innovative video work. Its household-name clients include the Cleveland Cavaliers, the Cleveland Clinic, Progressive Insurance and Nestle, among others.

The new message will be kept under close wraps until introduced at 9 a.m. (ET) sharp on launch day via email, Facebook and ucc.org. A 30-second version of the commercial will also available for churches that want to purchase air time on local TV stations.

Carrion says the new message will explore and unpack the UCC's "God is Still Speaking" phrase in evocative ways. "It has to be an engaging, thought-provoking message if it's going to catch on virally," he insists. "We're coming out with something that will invite people to take a new look at God and pique their curiosity about the UCC."

"The power of this roll-out will be our coordinated, yet spontaneous launch," says the Rev. J. Bennett Guess, the UCC's director of communications. "We realize this approach is risky, but it's also fun, innovative and different. From this point on, ‘April 16' needs to become a common refrain in our churches and among our people."

Success, Guess says, will depend on broad buy-in.

"Even if we can enlist our committed core on Facebook, this Stillspeaking message will reach 2,000,000 viewers in seconds," he says. "That doesn't count the tweets, texts and emails that every UCC member can utilize to pass this message along. We're asking people to become tech-savvy evangelists.

The UCC also plans to purchase targeted ads – touting the video message – on Facebook and the most widely trafficked blogs.

"Marketing data now shows that our target audience is now more likely to be found sitting in front of a computer screen instead of a TV screen," Guess says. "Just as we found it important to take to TV in 2004 and 2005, we're taking to the internet on April 16 like no denomination has ever done before."

A printed promotional piece explaining the April 16 launch is available for churches in quantities of 100 for only $5, plus shipping and handling. Order online or call 800-537-3394.

United Church of Christ News Service