A $100 million ad campaign is being launched to attract young adults back to Christianity.
This week, an alliance of Christian media ministries announced the launch of an extensive $100-million-dollar national ad campaign to share inspirational messages about Jesus Christ with “skeptics and seekers.”
The “He Gets Us” campaign features stark ads with messages such as “Jesus was homeless,” “Jesus suffered anxiety,” and “Jesus was in broken relationships.” They direct people to a website where they’re then connected to national ministries and local congregations.
As an example …
So let’s put to the side whether spending $100 million to actually help homeless people, anxious people, or people in broken relationships would be more in keeping with Jesus’ actual message.
The problem, I think, is that the target of the campaign is totally misaligned. The research that went into it actually makes the case.
Starting in April 2021, a representative sample of 5,000 U.S. adults answered an online survey designed by Haven, followed by additional quantitative polling and interview-style qualitative research. […]
Skeptics of Christianity represent one-fourth of the U.S. population, according to the research. Half of them, “especially those with children,” are open to learning about Jesus, if obstacles can be overcome, Haven states. The biggest obstacle: Jesus’ message has been distorted as “hate-filled.”
Based on these insights, Haven’s goals became to “communicate that Jesus is for everyone and is a worthy example to live by”—and that his teachings are “positive for society as a whole.”
I mean, that’s cool — but maybe a more productive goal would be figuring out how “Jesus’ message has been distorted as ‘hate-filled.'”
I suspect the problem for “young adults” is not with Jesus’ message or perceived relevancy. It’s that they see Jesus’ ostensible reps here on earth spending their money on jets (and ad campaigns) and preaching to mega-churches (and the press) about how those young adults’ gay friends are going to hell, and how wealthy companies should get tax breaks because capitalism is God’s way, and if you just donate enough money then God will reward you with a bunch of money, too. Oh, and that Jesus’s representatives should take over the country on behalf of all the white people.
I believe the evangelical Religions Right — the brand of Christianity that has spent the last fifty years elbowing itself in front of the microphone as the One, True Representatives of Christianity in the US — has done more with its venality and cruelty to drive people away from Christianity in this nation than any “sex, drugs, and rock and roll.”
More impactfully, by the Religious Right locking themselves in with the Republican Party in the pursuit of the power to force their agenda on the rest of the nation, they have become associated inextricably with folk like Trump, Cruz, McConnell, DeSantis, Gaetz, MTG, Boebert, Hawley, etc.
These “young adults” now see those deplorables as the representatives of Christ (because they claim to be and/or there are plenty of religious types willing to assert they are), and it’s profoundly unappealing to them.
After all, who’s going to be believed as to what Jesus’ message is? A slick ad campaign, or the religiously-anointed political representatives of the church trying to kick people off welfare, force LGBTQ folk back into the closet, require rape victims to give birth, suppress the vote of people of color, lock down the borders to desperate refugees, kick homeless out of town, and legalize discrimination under the banner of “religious freedom” … all with the blessing of various groups and ministers saying that this is all being done in Jesus’ name.
There are a lot of Christians and churches that aren’t into all that, to be sure, that focus on charity and compassion and humility — but they’re not the ones parading around, wrapping themselves in flags and waving around crosses. They’re not the ones crowing about how Christianity is all about nationalism, capitalism, partisanship, guns, and power.
Maybe Jesus’ ad campaign shouldn’t be focused on trying to draw unchurched young adults to faith. Maybe it should be focused on changing the hearts of those who are driving those young adults away from Christianity. Because right now they’re drowning out Jesus’ words, whether or not He Gets Us.