I have to ask.
Do the owners of Billboard Ministries or those who run the isheinyou.com website (oh yes, that’s the actual name of the site) have a wickedly sharp sense of humor, or are they just clueless? And who, pray tell, is the intended audience for this message? Granted, the Christian populace probably gets it immediately. I mean, the HE in the question is appropriately capitalized to indicate that we’re dealing with a deity here. And I can imagine churchgoers from around the deep south passing by and smiling knowingly to themselves. Why yes, yes HE is. But I have to assume that the money spent for such advertisement is intended to draw in those who don’t know HIM or have HIM already inside of them (an idea, I have to admit, that creeps me out and only brings to mind SNL skits and alien movies).
It seems in the past ten years or so churches have gone to great lengths to bring in the so-called lost sheep of their flock. The internet is full of photos of billboards and neon signs taken by these outliers, most of them humorous, some of them hilarious, others outright damning. The “We need to talk. –God” billboards is probably the most recognizable campaign. But I wonder if the people in charge of God’s marketing know how their messages are received by their intended audience.
They’re gaining attention alright. But I doubt it’s exactly what they had in mind. And while many (even most, I would be willing to say) of these ads for church or God have good intentions, I can’t help but cringe at what some so-called “Christian” organizations are willing to put on their marquees.
I find it hard to believe that God needs a marketing campaign. But if it’s true that HE does (as it certainly appears), then HE needs to fire HIS ad agency for violating the basic principles of marketing – number one being: know your target audience.