wfn.org | UCC releases radio spots to complement TV campaign

[powellb@ucc.org]

United Church of Christ
Barb Powell, press contact
216-736-2175
<powellb@ucc.org>
On the web: <http://www.ucc.org>
<http://www.stillspeaking.com>
<http://www.accessibleairwaves.org>

For immediate release
Dec. 13, 2004

United Church of Christ releases 60-second radio spots
to complement national television campaign

      CLEVELAND -- The United Church of Christ announced today (Dec. 13)
the release of two 60-second radio commercials to complement its television
advertising campaign, launched nationally ? with a touch of controversy ?
on Dec. 1.
      Utilizing a different script but staying true to the
edgy-but-inclusive feel of the allegedly "controversial" television spots,
the UCC is hoping to underscore its belief that many people feel alienated
by institutional religion, but are willing to return if they are welcomed
unconditionally.
      "The radio ads were designed to speak past the 'church alarm' that
goes off in some people's heads that causes them to tune out a religious
message," said Ron Buford, coordinator of the denomination's four-year,
$30-million media campaign. "They'll be engaged in the ad before they
realize it's a church ad."
      In keeping with the Christmas season, one of the spots parodies the
words of a traditional Christmas carol, with a chorus singing, "O come,
some of ye faithful, powerful and privileged, O come all ye special few to
Bethlehem ?" An announcer interrupts the music, saying, "God doesn't invite
some of the faithful. God invites all the faithful. So do we ? the United
Church of Christ."
      A second commercial pokes fun at a perception that churches ? perhaps
unwittingly ? have secret, unspoken dress codes. In the spot, exuberant
fashion-show announcers describe the "matching designer suits" and "Italian
leather boots" of congregants as they enter a fictitious, clothes-conscious
church. A narrator then proclaims, "God doesn't care what you wear to
church. Neither do we ? the United Church of Christ."
      "The ads are designed to be fun and use an element of humor to help
us stay on message that 'no matter who you are or where you are on life's
journey, you are welcome here,'" Buford said.
      The ads are being made available to UCC congregations as part of the
church's new media kit. Churches, in turn, have been asked to buy air time
on their local radio stations. The ad's closing few seconds include time
for churches to customize the commercial.
      In many parts of the country, said Buford, UCC churches are banding
together to purchase radio time, whereas the television spots have placed
nationally by the national offices of the Cleveland-based church.
      The denomination's television commercials ? which are airing on Fox
broadcast and a number of cable networks ? set off a national debate over
the church's right to air the commercials after CBS and NBC deemed the ads
"too controversial" and insisted that the all-inclusive message amounted to
"issue advocacy," something the networks say they don't allow.
      The new radio spots can be heard online at
      <stillspeaking.com/resources>.
      Congregations may order a compact disc copy of the ads, as part of
the UCC's "Stillspeaking Media Kit," at <stillspeaking.com> or by calling
United Church of Christ Resources toll-free at 800/537-3394.

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