wfn.org | Agency directors seek to broaden media campaign's scope

[NewsDesk <NewsDesk@UMCOM.ORG>]

Oct. 1, 2002 News media contact: Linda Green7(615)742-54707Nashville, Tenn.
10-21-71B{443}

NOTE: This report may be used as a sidebar to UMNS story #442. A
head-and-shoulders photograph of the Rev. Steve Horswill-Johnston is
available at http://umns.umc.org/photos/headshots.html.

NASHVILLE, Tenn. (UMNS) - The impact of the United Methodist Church's media
campaign in reaching people ages 25 to 54 has led the church's
communications agency to look at broadening its message for a global
audience and also designing a youth-oriented component.

The Commission on Communications, UMCom's governing body, approved three
forms of expanding the Igniting Ministry campaign during its Sept. 26-29
meeting. That approval paved the way for UMCom to ask the 2004 General
Conference to provide $41 million to support the evangelistic effort. The
money would be used to sustain the already established campaign; to have a
media presence, as well as church communications training and consultation,
in Africa, Asia and Europe; and to incorporate a grass-roots, youth-oriented
expression.

Igniting Ministry uses evangelism, modern technology and television,
complemented by regional and local church efforts, to raise public awareness
of the United Methodist Church. The campaign offers local churches new
evangelism tools, highlighted by a series of national cable network
commercials.

More than 65 million people have been impacted by the denomination's "open
hearts, open minds, open doors" messages since the campaign began two years
ago, according to Igniting Ministry officials.
 
UMCom seeks to broaden the scope of Igniting Ministry in three ways. 

 In an effort to keep the denomination at the top of people's minds in
between the Lenten, back-to-school and Advent seasons - the times when
commercials about the United Methodist Church air - the commission approved
a 22-week extension to the national Igniting Ministry campaign. 

Between the current "three pillars" of advertisements, commercials on
selected news networks will keep the presence of the United Methodist Church
on the minds of the "unchurched," according to the Rev. Steve
Horswill-Johnston, Igniting Ministry director. "We are extending our reach
to the unchurched."

A second phase of the campaign would be a global expression providing a
media presence in Africa, Asia and Europe. If approved by the 2004 General
Conference, this component could involve CNN International and select, local
forms of media. The broadening would also involve collaboration with United
Methodist bishops and other leaders to determine the types of communications
needed, including training.

"In a world that is broken, destructive and unjust, we have learned through
Igniting Ministry that we can deliver messages of hope, healing and
redemption," said the Rev. Larry Hollon, UMCom top executive. "People all
over the world need to hear a clear voice of affirmation and acceptance.
Therefore, we are exploring how we can work in partnership with brothers and
sisters in the global connection to extend the voice of the United Methodist
Church in new ways through a global expression of Igniting Ministry."

Messages would be created for people living in "particular circumstances"
and would be sensitive to their "unique realities," Hollon said.  In each
instance, he said, the messages will "reveal the compassionate voice of the
church as it seeks to express the good news of God's love for all people."

The commission also acted on a proposal for adding a youth component to the
campaign. The proposal highlighted the fact that God calls "all" people to
become part of a community of faith, and a youth component would help young
people bring others to their churches.

The expanded effort is a natural progression to convey the messages of the
United Methodist Church and the gospel to those 14 to 18 years old,
Horswill-Johnston said. "This is something that we feel has been a need in
the denomination for a time - to have a coordinated strategy for youth to
invite youth into their local church ministries."

The youth component has a threefold purpose: to increase awareness and
recognition of the United Methodist Church's basic beliefs among teens; to
foster among youth a positive feeling and willingness to visit a local
United Methodist church where active youth programs exist; and to renew a
sense of commitment in the denomination's youth.

An Igniting Ministry youth expression is the result of numerous requests
from the denomination's youth leaders and youth themselves.  

Children born after 1982 are the largest generation in American history,
with 53 million K-12 "millennial" students in school this fall, UMCom
officials said. In addition, millennials are seen as more spiritual than
previously thought. Twelve years ago, prayer clubs or circles were not the
norm in U.S. schools, but today, the nation has more than 10,000 student
prayer clubs.

"The United Methodist Church offers more real opportunities to change our
spiritual and societal lives than almost any denomination, and we have a
consistent commitment to youth ministry," Horswill-Johnston said.

The youth component would be a coordinated, grass-roots effort to assist
young people of United Methodist congregations in inviting peers into their
ministries. Coordinated marketing strategies and advertising materials would
support it. "It will be evangelistic in nature and share the gospel in a
compelling multimedia," he said. 

It will not be a national television advertising effort, he said, because
not enough congregations have active youth ministry programs. However,
thousands of local churches have healthy youth ministries, and these
materials would be available to them. The proposal notes that about 464,000
youth are members of United Methodist Youth Fellowship ministries.
 
"Our vision is to increase youth participation in communities where local
churches have vital youth ministry programs and to encourage other churches
to embark upon establishing youth ministries," Horswill-Johnston said.

The proposal involves five efforts: local church tools for youth; local
church advertising resources; grants; Web sites; and training. UMCom is
partnering with the United Methodist Board of Discipleship to write the
materials.

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United Methodist News Service
Photos and stories also available at:
http://umns.umc.org