Unitarian Universalists Launch Major Advertising Campaign
October 4, 2007
On October 5th, the Unitarian Universalist Association (UUA) will launch its first national media campaign in 50 years, with a series of ads in TIME Magazine, the oldest and most widely read news magazine in the United States.The first advertisement will appear in the October 15th issue (on news stands October 5th). This full-page ad will ask, "Is God keeping you from going to church?" (PDF) Over the next three months, the UUA will run two full-page ads and two "advertorials." The first advertorial will feature the tagline, "Find Us, and Ye Shall Seek." (PDF) The print ads will be supported with additional advertisements on the magazine’s website, time.com, beginning at the end of October. The print advertorials will also direct readers to TIME’s Religion Pages, a new electronic archive of TIME articles on a wide range of religious issues, created specifically in partnership with the UUA. This customized pairing of select religious content with messages from a faith-based sponsor is a first for TIME, and the UUA is excited to be part of this ground-breaking venture.
UUA President William G. Sinkford hopes the first advertorial and accompanying essays will position the denomination as an authority on liberal religious perspectives on science, sexuality, and democracy.
Sinkford said, "Unitarian Universalism is a vital religion that engages with the most pressing issues of our times, and we are no longer content to remain a well-kept secret. We want to be seen as the liberal voice in today’s religious debates. Our partnership with TIME allows us this opportunity."
The UUA has previously relied on earned media and word-of-mouth to communicate with the national public. Paid advertising marks a major change in approach for this unique, non-creedal faith. The national campaign is funded through donations from individual Unitarian Universalists across the country.
The TIME advertisements are designed to:
- Raise name recognition of Unitarian Universalism
- Give Unitarian Universalism a voice in the national discourse about faith
- Inspire congregations to share their pride in Unitarian Universalism
Details about the campaign can be found on a special FAQ page.
A ten-minute introductory DVD about Unitarian Universalism, "Voices of a Liberal Faith," can be viewed or ordered online. The video is directed to newcomers to the faith, and concludes with an invitation to "Nurture Your Spirit. Help Heal Our World."
Last updated on Saturday, April 19, 2008.
