“Share your life instead.” – Outreach Media
Outreach Media are never without new ideas. This month, while close to infringing on copyright restrictions of the brand, is based around the iconic branding of Coca-Cola, and makes a play on the current branding strategy “Share a can with…”. It’s also a launch ad for a new website and campaign called “Share Your Life With Jesus“.
Let’s look at the Outreach article and the poster first.
The article starts off with a romantic tale about how Coca-Cola ads in the 8os made us feel happy and free, but that they are in fact an empty promise, because at the end of the day’s filming the ad, the paid actors disperse, and that’s the end of that. But then it gets weird, and Outreach doesn’t realise that they are actually doing themselves a disservice by pointing out a few things.
Right so the promises of Coca-Cola are empty because the product and the message are manufactured? The same can be said of religion, for all religions are manufactured, by man, for the dual purpose of control and appeasement. I’m not sure that Coke’s message of “Fun with friends and refreshment” are that ludicrous, and they certainly hold no candle to the claims of religion. As we see here:
“One deep insight that Coke has understood really well is that we love to eat and drink with each other. We say: “Hey, let’s catch up for coffee” or “Let’s ‘do’ lunch”. So Coke ads almost always show people sharing great experiences.”
Of course, Coke is a private company and its in Coke’s interest to know its audience and appeal to them. The promise they deliver is far more likely to happen than eternal life at Jesus’ side, even if you do share a coke with him. And it’s hardly a deep insight to know that people enjoy eating and drinking together.The article continues:
It’s not because it is a blessed time, give to us by God-on-high, it’s because it’s a time when we can gather, reflect, communicate and share. These are the important aspects of food and food-times. We all love it and look forward to it, and through centuries of eating end experimenting, we have developed culinary diversity as varied as the many lands on earth. It is true, food times are special, and many of us share these with our families and friends, but I wonder if Outreach aren’t placing a little too much importance on the act in a religious context here.
Outreach Media thought this message so profound that they decided it was worth devoting and entire website to it “Share Your Life With Jesus“. Basically, this site is the same thing as the article accompanying the poster, emblazoned with Coke-style branding and asking, at the bottom, in a simple survey whether you want to, already do, or don’t wish to share your life with Jesus. I’m dubious as the purpose of this survey, but let’s look further.
If it were true that the decision to become a Christian needed to be an informed one, then surely they would offer us alternate viewpoints, but of course, this is not the aim of this website. All they offer is 2 links, one to a passage attributed to Luke at BibleGateway and the other to a website called MatthiasMedia. Not much to really help inform us about the world, really.
If Christian proselytisers spent as much time promoting actual goodwill to all men, and really strove for the betterment of society in a meaningful way rather than peddling stuff like this Christian marketing campaign, just imagine how much good they could achieve. Instead, they spend their time trying to win converts, or to deepen the faith of the faithful. For all the preaching coming from Outreach, there is little of substance offered here.