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The word of God

The Church of England’s ‘Back to Church Sunday’ ad campaign was a triumph – and I write that as a lifelong atheist.

First, they knew their audience: people who already had faith and who may once have attended church, but who had since drifted away. Second, they chose a medium and a time to best appeal to their audience: commuter papers on a Monday morning at the end of August. Third, it was a prayer – something the reader could actually DO as a salve to their Monday-morning blues.

Then the language was perfectly pitched at a media-savvy audience ground down by modernity. Key words such as ‘CCTV’, ‘login’ and ‘inbox’ cranked up the sense of anomie and desperation, throwing in some apt references to bills, egos and love life. Together, the words and timing were perfect.

Even the design was spot-on: a stark ‘computer screen’ effect in which the text appeared to have been highlighted (enlightened?) against a black background.  In keeping with the contemporary style, there was a call to action: a website to visit (rather than a phone number, which might dissuade some.)

All in all, a masterstroke of communication.

Matt