wfn.org | Cooperative Media Campaign For Unchurched Moves Ahead

[PCUSA_NEWS@ecunet.org]

May 30, 1996 
 
 
 
 
96205       Cooperative Media Campaign For Unchurched  
            Moves Ahead Following Legal Complications 
 
                         by Julian Shipp 
 
LOUISVILLE, Ky.--A cooperative media campaign designed to attract 
25-to-40-year-old nonchurchgoers into the Presbyterian Church (U.S.A.) has 
resumed following a legal delay stemming from copyright problems. 
 
     After the campaign was authorized by the 207th General Assembly, 
Carden & Cherry, Inc., of Nashville, Tenn., developed radio and television 
spots that use quotes from popular songs of the '60s and '70s to invite 
nonchurchgoers to "Stop In and Find Out" what being Presbyterian is all 
about. 
 
     But in April officials announced the campaign was put on hold to 
ensure that there was no danger of the spots generating copyright problems 
or legal consequences.  The spots will be made available to congregations. 
 
     The 10-member Cooperative Media Campaign Committee met here May 20 to 
review legal protection aspects of the campaign and to draft its 
recommendations for use of the spots to the 208th General Assembly in 
Albuquerque, N.M. 
 
     "We're extremely pleased to be in a position to move forward with the 
 ... campaign," said the Rev. Frank Beattie, associate director of 
evangelism and church development in the National Ministries Division. 
 
     According to Beattie: 
 
          Copyright (sales mark) protection for the campaign positioning 
statement "Stop In and 
          Find Out" will be filed immediately and become legal property of 
the denomination. An 
          important part of the overall creative approach of the campaign, 
the positioning 
          statement may be used on collateral materials in conjunction with 
the advertising 
          program. 
          Legal counsel for the PC(USA) has expressed confidence that the 
quest to obtain use 
          rights for print advertising creatives should continue. The media 
team will seek approval 
          from nationally known personalities whose work is represented in 
the creative 
          campaign, with help from Carden & Cherry and continuing 
cooperation with the 
          denomination's legal counsel. 
          A "welcome booklet" that has been developed by the media team 
will be recommended 
          for use when the ad campaign is approved by the General Assembly. 
The booklet offers 
          helpful tips to congregations as they prepare a welcoming 
environment for visitors. 
          An pilot advertising program will continue in cooperation with 
presbyteries that wish 
          to participate. This program is designed to "test market" ads 
prior to opening the 
          campaign for nationwide use by the denomination. 
 
     One aspect of the campaign has been returned to the drawing board. 
Radio spots that were created as part of the four-point ad campaign were 
deemed "too risky" by legal counsel, because the sound-alike voices in the 
spots too closely resembled nationally known celebrities.  
 
     Beattie said new radio spots will be created to eliminate possible 
infringements on artists' rights and explained that the tedium connected 
with obtaining use approval for music, voices and related elements for 
public visibility is "not unusual." 
 
     "The media team has always known that an important part of the 
creative process is to be fundamentally sound in the campaign approach, 
including legal protection as appropriate," Beattie said.  "That's why we 
invited legal review of campaign spots. ...  It's an important protective 
measure that is considered vital by our 10-person media development team." 
 
     The committee has worked for more than 18 months to produce creative 
material in response to Overture 94-72 (Muskingum Valley Presbytery), which 
calls for the creation of  "high-visibility advertising in the national 
media to present the gospel in an appealing way to secular people." 
 
     Beattie said the campaign may be implemented in stages if artist 
approvals are not obtained or are slow in coming. Either way, he said, 
development of the campaign will continue. 
 
     He said, material slated to be used by congregations is ready and will 
be distributed in manuscript form to Assembly commissioners. Print 
advertisements, radio creatives and television spots may also be 
implemented a step at a time if necessary. Such a step-by-step 
implementation of national advertising programs is not unusual in the 
development of complex multiregional campaigns, Beattie said. 
 
     "It may actually be good in our case," Beattie said, "because 
introducing the campaign by steps can provide time for presbyteries and 
congregations to have more input as endusers of ad materials." 

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