1. When will the ads run on national TV?
"Ejector" ran April 3 - 30, 2006 in all national markets.
With the rejection of our new ad by broadcast networks and their affiliated cable stations our ad agency reallocated our money to deepen and extend to 4 weeks our time on key cable stations.
Despite the rejection of our ad by widely popular Spanish speaking cable outlets Telemundo and Univision, several outlets did carry our ad, including Azteca and a sports channel. http://www.ucc.org/god-is-still-speaking/news/news.html
Market research data show that on average during our 4 week flight those who saw the ad viewed it 3.3 times in general market cable TV, the ad was seen by 44 % of adults aged 25-54 (our target age range) on Hispanic TV, 30% of Hispanic adults 25-54 saw the ad 2.1 times. Had Univision and Telemundo accepted our ad, we probably would have reached 50% of the Hispanic population.
Do you think it's time for equal access?
Add your voice - and the voices of your friends and folks in your church - to our advocacy efforts. Get behind the UCC's Take Action efforts here.
2. Is there just one ad?
Yes.
3. What are you communicating with this new ad?
This new ad, "Ejector," is another way of delivering the same message we sent with the Bouncer and Steeples ads: "No matter who you are, or where you are on life's journey, you're welcome here." We chose a new vignette to keep our message fresh.
We expect this ad to be a successful piece of communication from the United Church of Christ to people seeking a spiritual home. Our research shows that:
Our message of acceptance comes across to all viewers;
The ad is provocative and perhaps, controversial, and likely to capture a great deal of attention;
Its humor is arresting and helps maintain viewer interest throughout the spot;
People remember it.
4. Is that message coming across?
Our research shows that the spot was "very effective" in communicating its primary message of acceptance. People saw the United Church of Christ as:
Open to everyone
Welcoming to all
Diverse
Accepting of everyone
Non-judgmental
God doesn't reject you and we won't either
People in our target group, those 25-50 years old, loved the ad. It made most of them curious enough to want to check out the United Church of Christ. It especially appealed to those looking for a church where thinking and asking questions were valued. Everyone in the focus groups got the message: this is an open, welcoming, accepting church. This message came through to both the "unchurched" and the UCC members.
For the "unchurched," the spot reflected the personal experiences of many of the focus group participants. For UCC members, it accurately reflected what their church stood for and delivered to its constituents.
5. Who was in these focus groups?
A professional research firm recruited participants, and designed and conducted 8 interviews in 1 hour sessions with groups in Kansas City, Kansas and Philadelphia, Pennsylvania in January and February, 2006. Two groups in each market were "unchurched" respondents, 2 were groups of UCC members.
Respondents were adults 25-54, half with children under 18 at home and half with no children at home. They were categorized as disaffected based on answers to a group of questions. UCC members were a similar demographic.
There were no significant differences between the group responses in Kansas City and Philadelphia.
6. Why do an ad that is whimsical instead of one like the Steeples ad?
We ran the Steeples ad for a week during Advent 2004 and the response from viewers was almost non-existent. Almost no one noticed it. It's not good stewardship to run an ad that people we're trying to reach don't notice. The Steeples ad was popular among our own people, but our purpose is clear: it is our mission to reach out to the spiritually homeless of our time.
Hear first hand some of their stories on http://www.ucc.org/god-is-still-speaking/news/news.html.
7. What is the biblical and theological support for this ad?
There is a collection of theological reflections from around the church on the Stillspeaking website. Please download and use it for personal or group study and reflection:
Theological Reflections on "Bouncer," Theological Reflection on "All the People," Theological Reflections on "Ejector"
8. The church shown is clearly a [Catholic / Lutheran / other denomination]. Why are you bashing other churches?
We filmed in a congregation of the United Church of Canada. We sometimes hear that the stained glass or vaulted ceilings make this "clearly a _____ church," depending on the viewer's background. There is lots of variety among congregations of the United Church of Christ, and many of our congregations cherish buildings much like the one shown.
We use this architectural form because it says "church" clearly and quickly in the public mind. This is helpful in a 30-second spot. It establishes the scene immediately and readies the viewer for our message. Notice how church structures are portrayed in this same way or in a "little white frame" country church in nearly every TV commercial, show, or movie that wants to quickly establish this concept.
Also, it is natural for people to bring their own experience to this commercial. Many of them erroneously assume that only certain type churches look this way. This is a wonderful opportunity to share with them the wide architectural variety in United Church of Christ congregations.
9. Why is the non-minority family again portrayed as "the villain"?
Again, the appearance, the clothing, the manner are all symbols of privilege that viewers understand. Viewers in the focus groups "got it" instantly. However, in response to many who have raised this question and because we believe that it is not fair to always portray this family solely in that light, we are committed to "redeeming" this stereotype should we have sufficient funds to develop a new ad.
10. I think the ad is offensive. It's violent.
We have heard this from a few church members, and we respect that reaction. The overwhelming majority of viewers in our focus groups and other occasional showings liked the humor and felt, for the most part, it was an exaggeration to make the point. The target audience, people roughly 25- 50 years old, saw the ad as funny. It got their attention, and it surprised them.
In addition, many welcomed humor in a spot on religious practice. It signaled a relaxed atmosphere, and distinguished the United Church of Christ as a church that does not take itself too seriously to be accessible.
There was no confusion about what was being communicated about the UCC by showing the opposite of what it stands for, and clear communication is our objective.
11. How can we see the ad?
Everyone can see the ad now on http://www.ucc.org/god-is-still-speaking/televison-ads.html. It is also available on DVD or VHS for $10. online at www.stillspeaking.com The Stillspeaking Store or thru UCCR 800.537.3394 (Item UU)
12. Why wouldn't you show it to the churches in advance? It felt like you were withholding.
We wished there was another way. But our biggest boost from the last ad came from early media exposure which increased the value of our investment. Holding the ad retained the value of our investment.
Church members who participated in training or booster parties in later winter saw the ad, but were asked to keep it confidential to preserve its value.
13. Can local churches run other ads?
Yes.
14. What other ads are available?
The "Bouncer" and "Steeples" may be seen online at http://www.ucc.org/god-is-still-speaking/televison-ads.html. You may order DVD or VHS copy for $10. from UCCR (800.537.3394) or online at the Stillspeaking Store via http://www.stillspeakingstore.com/Category.asp?Cat=TvCommercials.
15. If we want to show one of those ads on TV locally, or customize the new ad with our church's name, how do we do it?
Easy. Go to http://www.stillspeakingstore.com/Category.asp?Cat=TvCommercials cutomize an ad for your local market. Information on how to place your ad is at the same address.
16. We expected to go on TV during Advent.
Read the Coordinator's Message, and the UCNews story about that decision.
The Coordinator's Message: The Day After
UCNews: news.ucc.org/index.php?option=com_content&task=view&id=372&Itemid=54
17. Will there be more ads after this one?
For now, we are staying with our award-winning Bouncer and Ejector / Eyector ads. Steeples is also available. Any of these ads may be run locally by local church sponsors – and we hope you do!
18. How much does this cost?
To air during the 3 weeks around Easter costs about $1.7 million. Running the ad from April 3 through Mother's Day costs $2.5 – 3 million.
With the rejection of our new ad by broadcast networks and many of their affiliated cable stations our ad agency reallocated our money to deepen and extend to 4 weeks our time on key cable stations. Do you think it's time for equal access? accessibleairwaves.org
These costs are for air time only. They do not include ad development, staff time to work with the agency to make sure our advertising meets our criteria, or any of the other work of the Stillspeaking Initiative.
19. Where will the money come from?
From individuals and churches who want to help spread our message of extravagant welcome, in Jesus’ name.
20. What are the benefits of spending all this effort and money?
Since the Advent ad run in 2004, more than 7.1 million people have come to our websites at ucc.org and Stillspeaking.com. Of those, more than 661,000 have entered a city name or zip code to find a church near them.
21. Is this mission? Is this evangelism?
Hear first hand some stories on stillspeaking.com/campaign/support.htm, and read further on stillspeaking.com/resources/newstories.htm.
22. Is it too late to opt in?
It's never too late to join this movement of extravagant hospitality and radical welcome, in Jesus name. Find out more here.
23. How do we get to a training or booster party?
Trainings and booster events are scheduled locally. Check with your conference or association for a schedule. Call your local Stillspeaking contact. Offer to help gather area churches and host one!
Support the Stillspeaking Initiative – help spread the good word about the United Church of Christ here
Check back for updates as other questions come up.
