March 16, 2010
Written by Gregg Brekke

The United Church of Christ is just a month away from the the viral launch of the next "God is Still Speaking" commercial called "The Language of God."

The April 16 debut is a first for the UCC, relying exclusively on social networking and the church's best communicators, its own members, to spread the message.

"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.

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.

Leveraging the existing graphic identity established by the Stillspeaking campaign, the UCC 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," says the Rev. J. Bennett Guess, the UCC's director of communications. "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."

In preparation for the launch, a webpage with instructions on how you can help spread the word April 16 has been posted in addition to changes to the UCC's home page. "We want the excitement of this new ad, and its potential for invitation and awareness, to reach every corner of the church – including cyberspace," says Connie Larkman, the UCC's strategic media coordinator.

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