American Bible Society: New York Times Ad
How should Christians react to acts of hatred against other religions?
When a pastor in Florida threatened to burn copies of the Qur’an on the anniversary of the 9/11 attacks, DeMoss seized the chance to make a highly visible statement on behalf of American Bible Society by condemning the proposed act, while promoting American Bible Society’s “whole church” approach to ministry and continuing to point people to the Bible.
We worked with American Bible Society to build a coalition of Christian leaders who would stand publicly against this act and proposed a full-page ad in The New York Times. Within 48 hours the ad was designed, space secured and an online strategy developed to engage the public and give them the opportunity to contribute their voices to the conversation.
As a result, American Bible Society reached more than 23 million people through coverage of the ad, the custom microsite and Facebook page drew tens of thousands of visitors in a single day, and American Bible Society strengthened its relationships with the 30 religious leaders who added their signatures to the ad.