Still Speaking | Intro to the UCC | Constitution |

Questions and Answers on the Still Speaking Campaign

Q: What led the United Church of Christ to develop the Still Speaking Campaign and its ads?

The spiritual hunger in our nation is palpable. Our opportunity to reach people with the Gospel is unique. People do not know a church like ours exists -- a church that welcomes all, values the life of the mind, and works for justice and peace, all because we understand that is Christ’s call. The campaign developed as a response to the need for a clear and integrated evangelism and identity strategy. A major public relations firm has donated much of the cost of their work. Their initial work identified moving responses from those who have been alienated from the church, so the campaign is focused on reaching them with our message of hospitality and joy.

Q: What is the purpose of this current advertisement with the “bouncers”?

According to all our UCC market research in six test areas last spring, this ad speaks powerfully to those who have felt rejected by the church, or have feared that rejection, because of their situation in life – those who have been divorced, people of color in predominantly white communities, gay and lesbian people, those without the resources to “dress up” for church. Its intention is to reach them all and let them know that we in the United Church of Christ will welcome them “no matter who you are or where you are on life’s journey”.

Q: What is the controversy about?

We remain amazed that an ad in which a Church promotes its Christian welcome to all would be controversial in a free and open society. CBS fed the controversy in two ways. It named the current Administration and its promotion of a ban on same-gender marriage as the reason they would not run the ad. This created a whirlwind of dispute that still continues about the relationship between a free press/media and government power. It also associated the United Church of Christ ad with same-gender marriage even though there is nothing in it at all on the subject.

People see in this ad whatever they are looking for, as is often the case. One of our ministers showed the ad at church and her son who is Latino said “Look at all those people with brown skins like mine!” A woman with a hearing impairment saw the wheelchair. Two close friends saw themselves in the affectionate expression of two women toward the end; a lesbian woman saw herself. Those who expect to see something controversial will see it, and those who have felt excluded suddenly find themselves included.

Q: Isn’t this judgmental of other churches?

We have had overwhelming support from our ecumenical partners for this ad campaign. It is important to acknowledge that the exclusion aspect of the ad is as much about the UCC as about anyone else. For too many years, we have not lived the extravagant welcome that Jesus extended to all. So if there is any sense of judgment here, it includes us. But the main point of the ad is to let those who’ve been alienated know that their feeling – and lived experience -- of rejection is being heard, and we want to offer a new kind of spiritual home to them.

Every denomination has its gifts to offer the ecumenical Church. One of our gifts is our historic and now reclaimed commitment to welcome all people. We have often been early to particular inclusions – ordaining Rev. Lemuel Haynes, first African American clergyperson in 1785, and Antoinette Brown, first woman minister in 1853. It is right to offer our gift of welcome.

Q: Was such a dramatic ad really necessary?

We believe it essential. These days a riveting image is necessary to break through the information overload in people’s lives. In the six test marketing areas last spring, this ad got through very effectively. It was well received across the board, with virtually no objections. There will be an ad with less dramatic tension in it just before Christmas and during the Lenten season. It will build on the theme of welcome to all the people. Without the first ad, however, its message would probably be lost among the other television hype.

Q: How is the ad being paid for?

Individuals and local churches have contributed thousands of dollars specifically for this purpose. No Our Church’s Wider Mission (OCWM) dollars are being used. Our national ministries and Conferences have made grants and loans proportional to assets. The Connecticut Conference, by action of its Board of Directors, earlier this year invested $124,000 of unrestricted investment assets in the campaign as a recoverable grant. We encourage you and your church to contribute to the campaign.

Q: What is the overall effect of the rejection of the ad by CBS and NBC?

The coverage has lifted the United Church of Christ to a new national visibility unparalleled in our history. While there has been a small amount of negative coverage, overall television, print and electronic media have boosted our message positively. CNN ran coverage of the ad and its “controversy” approximately every two hours the first two days after the rejection, saying repeatedly that they could not see what was so controversial about it. Many journalists and media people share our concern about access to the airwaves, and many conservative and liberal commentators alike have noted the chilling effect the networks’ decisions and their rationale have on public discourse.

The United Church of Christ national website had to increase its bandwidth by nine times the first day due to unprecedented response. 350,000 web site hits, 70,000 on the find-a-church page, over 350 newspaper and electronic articles and untold local coverage on television and radio all add up to an amazing testimony to the way the Holy Spirit intervenes and turns the negative to the positive!

Q: Since local affiliates of CBS and NBC are willing to run the ad, why aren’t we doing that?

We have had conversations with local stations, but the cost to run the ad locally is prohibitive. The benefit of a nationwide network placement is its cost effectiveness. We anticipate that these two networks will pick up the second ad. Meanwhile, we are grateful to Bruce Barrett, of our Woodmont UCC, for donating the billboard on 95 South near exit 32. We are actively exploring other billboard and print advertising opportunities and would welcome support to make them possible in Connecticut at this key moment.

Q: How can we continue to get the word out about the United Church of Christ?

Opt in as a church! Hang the Still Speaking banners! Take out local ads with other UCC churches! Get on cable access television! Buy the doorknob hangers and visit your neighbors! Promote www.ucc.org and www.stillspeaking.com. Participate in ongoing training opportunities and create your own within your church so that everyone becomes a welcoming presence.