wfn.org | ELCA Identity Project Gains Momentum

[NEWS <NEWS@ELCA.ORG>]

ELCA NEWS SERVICE

July 2, 1999

ELCA IDENTITY PROJECT GAINS MOMENTUM
99-173-LS

     CHICAGO (ELCA) -- The Identity Project, an effort to raise
awareness of the Evangelical Lutheran Church in America (ELCA), is
growing as grass roots support increases.
     This multimedia project uses television, radio, print, web and
outdoor advertising to reach those without a church home, said Kristi
Bangert, Identity Project manager and director for internal church
communication and marketing, ELCA Department for Communication.
     "Popular media is the best way to connect with people today,"
Bangert said. "We were looking for a way to reach people."
     Carried out by interested members of the ELCA's 65 synods and
11,000 congregations, the project requires local clergy and lay members
to attend a training event. "Training events are facilitated by synod
communicators and evangelism and outreach partners," Bangert said.
     Since January, 58 training events have been attended by 1,862
clergy and lay people, Bangert said. Some 17 events are scheduled from
July through the end of November, and Bangert said she has received
several requests for events in 2000. Events are scheduled by request
from synods and congregations.
     The events have two purposes -- to show participants how to use
the project materials and to help them hone their evangelism and
hospitality skills, Bangert said.
     "Inviting and welcoming the stranger," is a goal of the project,
she said.
     Once representatives from a synod or congregation attend the
training event, they are eligible for a matching fund grant from Aid
Association for Lutherans, a fraternal benefits organization based in
Appleton, Wis.  Grant applications from 105 congregations and eight
synods have resulted in distribution of $257,733 in matching funds, said
Bangert.
     The multimedia campaign is a first for the ELCA and is based on
extensive research, she said.
     Advertisements use language that those outside the church can
understand, Bangert said. "We've been very careful not to talk to
ourselves," she said.
     The campaign includes a separate home page, www.sharingfaith.org,
where those unfamiliar with the church can learn basic ideas about the
ELCA, access resources and locate congregations in their area.

Editors: Samples of ELCA print, television and radio advertisements can
be obtained by contacting John Brooks, director for news and
information, telephone (773) 380-2958, or e-mail jbrooks@elca.org.

For information contact:
John Brooks, Director (773) 380-2958 or NEWS@ELCA.ORG
http://listserv.elca.org/archives/elcanews.html