Jesus All About Life (JAAL) is a prime time media campaign that aims to “mobilise quiet Christians to share their faith" which is based on a similar campaign in Canada and Ireland that used the name ‘Power to Change’. JAAL is a ministry of Bible Society NSW and will buy prime time television advertising supported by posters, radio, billboard and press ads to project their aim.
JAAL was created after extensive research funded by the Bible Society NSW and project partners. The research can be purchase on the following Websites: http://www.jesusallaboutlife.com.au/ under the Research category.
A brief summary of the research details the negative attitudes held by non-Christians towards Christians. This negative attitude is visualized most vividly when non-Christians reject the notion of ‘one truth’ describing it as a divisive concept which is seen by them as creating conflicts in the world and clashing with secular ideals of taking personal responsibilities and interpersonal values.
To dismantle this negative view held by non-Christians the challenge for Christians is to present Christian faith as a superior cure to secular society ills. Further “the articles of Christian faith must be presented as powerful truths without implying that they are either unique or exclusive. This will provide non-threatening encouragement and constructive facilitation for personal interactions between non-Christians and Christians that will help the former realise that the latter have in fact resolved their own personal search for meaning in a way that reflects strength of personal conviction' rather than a failure to accept personal responsibility.”
For the full summary of the research prepared by Angus Kinnaird' FutureBrand please go to the Websites: http://www.jesusallaboutlife.com.au/ au.com.allaboutlife.registry/pages/Research.asp
The JAAL primary aim is to generate interest in the Christian message so that people will be asking for more information, resulting in changed lives. Other aims include encourage the quality commitment of Australian Christians thus leading them to step out in faith socially and in the workplace and raising the profile of the Gospel and Christian message in the community. The JAAL will focus its messages on three audiences which are:
1. Young Adults
2. Young Families
3. Those approaching mid-life
The commercials filmed in Melbourne are aim at these three target groups to get them to think about whether they need to look into what Jesus said about life. It is important to understand that the media campaign will be focus on the core product which is Jesus Christ and not the individual churches.
Achieving the primary aim require a local committee who is able to motivate churches' individuals and the Christian business community to provide the finances to mount the campaign; and to motivate the local churches to share their Christian faith with their local community.
The campaign now has around 120 congregations from almost all denominations ready to deal with the interest generated by the ad campaign. After the Adelaide campaign, the ads will run in Canberra (April 2006) and there is some interest in bringing it to Melbourne (2007).
Full further information on JAAL please go to the following website: http://www.jesusallaboutlife.com.au/