Creative Change
From "Intrusion" to "Attraction"
If you've been reading my reports from the Cannes Advertising Festival in Cannes, France, you'll know that my favorite quote of the event was from Global Creative Director Bob Isherwood from Saatchi & Saatchi:
"Previously, the industry had only one model: intrusion. For years advertising has leapt out of the television screen into your living room uninvited, and beaten you over the head. Now, with consumers in control of what they view and the messages they receive, the industry has to move from intrusion to attraction. In other words, you have to create messages that people will actually seek out, maybe over and over again."
Although his focus was advertising, the minute he said that, I immediately thought of the challenges for faith based programmers. We joke about hitting people over the head with traditional sermons and pulpit based programs, but it's really the truth. In a world of digital media, where the consumers are in control, we'll be forced to be more creative. The cost may be dropping for viral ads, or web content, but it's also making us be more creative.
Because we'll need to create programs that don't intrude – they attract. In fact, this is a message for any faith-based communicator – whether it's films, TV, radio, or preaching from the pulpit. I said on an interview with Paula Zahn on CNN last year that Christians need to be known as the people who are for something, instead of being against everything. We should be creative and compelling enough to attract people to our message, and in the new era of digital content, it will simply be a requirement.
What changes are you making in your media strategy to attract and not intrude? Let this become our motto. Let's burn it on our brains, and live it out everyday. Create content that attracts and doesn't intrude. Be a light, not a club.
Years ago while living in Southern California an independent movie studio was seeking casting for my first screenplay. They asked me to edit it mose "worldly" I refused, and took it back. I drew a line in the sand that day, and have not compromised since.
I agree with many of the ideas you stand for Phil. I know that we as Christians have the greatest message of all. When this message is given the right way, people will seek it with all their hearts. I have since finished two additional screenplays. They all three have Christian conversion messages while not hitting people over the head with the message. They plant the seed of the battle of good verses evil in ways both Christians & non-believers alike can enjoy.
I believe we are all called to "preach" in whatever field we are in. I never write to judge, thats for someone far greater than any of us. I write to go fishing for those who want the truth without the "walls", and to hopefully reach the ones who for whatever reason would never attend traditional church.
Thanks for your newsletter
I agree with your comment "Christians need to be known as the people who are for something, instead of being against everything". That's how I, as an unbeliever, initially saw Christianity. It wasn't until I started seeing attributes in Christians that I desired that I really began to seek to give my life to Christ. I think, as Christians, we've neglected the element of 'attraction' & focussed more on the 'spreading' of the message (which oftentimes have been intrusive). If we attract the unbeliever, they'll seek us out concerning Christ, which essentially will be more effective (as people generally take heed to that which they search out). Very good article. Thanks.