Good luck with this:
Jon Lee has some words for evangelical leaders who argue that Christian ethics like kindness, honesty and loving your neighbor don’t apply to culture-war politics.
“Good luck,” said Lee, a principal at Lerma, a cross-cultural advertising agency based in Dallas.
Lee is one of the chief architects of the “He Gets Us” campaign, a $100 million effort to redeem Jesus’ brand from the damage done by his followers, especially those who say one thing and then do another.
Launched earlier this year, ads featuring black-and-white online videos about Jesus as a rebel, an activist or a host of a dinner party have been viewed more than 300 million times, according to organizers. Billboards with messages like “Jesus let his hair down, too” and “Jesus went all in, too,” have also been posted in major markets like New York City and Las Vegas.
The campaign, funded by the Signatry, a Christian foundation based in Kansas, will expand in the next few months, with an updated website, an online store where people can get free gear if they forgive someone or welcome a stranger, and an outreach program for churches, all leading up to a Super Bowl ad.
Lee said organizers also want to start a movement of people who want to tell a better story about Jesus and act like him.
“Our goal is to give voice to the pent-up energy of like-minded Jesus followers, those who are in the pews and the ones that aren’t, who are ready to reclaim the name of Jesus from those who abuse it to judge, harm and divide people,” Lee said.
Jason Vanderground, president of Haven, a branding firm based in Grand Haven, Michigan, said the movement hopes to bridge the gap between the story of Jesus and the public perception of his followers. The campaign has done extensive market research and found that, while many Americans like Jesus, they are skeptical of his followers.