The Church of England is using radio for the first time to build
Christmas congregations with a commercial that takes the 70s revival as
its inspiration.
The neighbouring dioceses of Birmingham and Lichfield are behind the
initiative, which will run in the West Midlands - and possibly
nationally - in the two weeks before Christmas.
Families with young children are a prime target of the radio burst,
which will tie in with the Church’s poster campaign aimed at halting the
increasing commercialisation of the festive season.
The commercial, written in an over-the-top style, tells listeners: ’We
don’t sell Christmas. We are Christmas. This year, why not make it
genuine? Come to Church. That Christmas atmosphere. A few wise words.
The original and the best.’
Chas Bayfield, a senior creative at HHCL & Partners and a leading member
of Christians in Media, the group that produced the commercial, said:
’It’s very Mike Flowers and we hope this tongue-in-cheek approach will
appeal to people who remember the 70s, as well as those who have enjoyed
its revival.’
The commercial aims not only to draw in congregations during the
Christmas period but to encourage them to become regular churchgoers.
