The UCC National Office Responds to Concerns
about the Still Speaking Ad

Only recently did United Church of Christ learn of networks' ultimate
refusal of church ads

In March, disputed television ad ran -- without incident -- on many CBS, NBC
affiliates

For immediate release
Dec. 2, 2004

CLEVELAND -- Despite recent statements by CBS and NBC executives that, earlier this year, their networks made clear that they would reject a television ad by the United Church of Christ for being "too controversial," church leaders disagree. Media buyers had no difficulty placing the ads on NBC and CBS stations during the campaign's test-market phase.

In March, after networks had expressed their non-approval to media buyers, the UCC's 30-second spot was placed - without incident - on numerous stations in six test markets, including the markets' six NBC network affiliates and five of six CBS affiliates. (The test markets included Tampa / St. Petersburg, Fla.; Raleigh / Durham, N.C., Lancaster / York, Pa., Cleveland / Akron / Canton, Ohio; Springfield / Holyoke, Mass., and Oklahoma City.)

"The networks clearly offered mixed signals," says the Rev. Robert Chase of the UCC's communication ministry. "At no time were we under the impression that the networks' decisions were final. Our understanding was that such
negotiations between media buyers and networks were not unusual and were nothing to be concerned about. From the church's viewpoint, we simply could not believe that this advertisement would be considered controversial or issue-oriented, because quite clearly it is not."

Chase says that media buyers heard the networks' reservations earlier this year, but when the church had no difficulty placing the ads on the networks' stations, it appeared that the rejections were not solid. Chase says the local affiliates' non-objection, coupled with the lack of controversy generated in the test markets, led media buyers to assure church leaders that they would have little problem getting network approval in time for the Dec. 1 national release.

On Nov. 30, the day before the ads began airing nationally, the United Church of Christ learned that the two networks' decisions were final. Larry Hollon, who leads the national advertising effort for The United Methodist Church, said yesterday (Dec. 1), the networks' rejection of the UCC's ad was baseless, even "chilling."

"The reasons given by the networks for rejecting this message should bring a chill to everyone who supports freedom of religious expression because they are saying that a fundamental tenet of Christian belief is politically
unacceptable for the public dialogue," Hollon told his denomination's newspaper, the United Methodist Reporter. "The belief that God loves every person without condition is so basic to Christian teaching that if a denomination cannot make this assertion what can it say? Such decisions shut out the Christian community from the national conversation."

"How ironic that a gentle message of inclusion is considered unacceptable while ads for beer are accepted and programs in which people eat insects and worms are considered entertaining," Hollon said. "In a divided and fearful
world this message is not only needed. It could lead to healing."

The disputed ad, part of the denomination's new, broad identity campaign set to begin airing nationwide on Dec. 1, states that -- like Jesus -- the United Church of Christ seeks to welcome all people, regardless of ability, age, race, economic circumstance or sexual orientation.

The debut 30-second spot features two muscle-bound "bouncers" standing guard outside a fabled, picturesque church and selecting which persons are permitted to attend Sunday services. Written text interrupts the scene,
announcing, "Jesus didn't turn people away. Neither do we." A narrator then proclaims the United Church of Christ's commitment to Jesus' extravagant welcome: "No matter who you are, or where you are on life's journey, you are
welcome here." (The ad can be viewed online at www.stillspeaking.com.)

In focus groups and test market research conducted before the campaign's national rollout, the UCC found that many people throughout the country feel alienated by churches. The television ad is geared toward those persons who,
for whatever reason, have not felt welcomed or comfortable in a church.

But, according to a written explanation from CBS, the United Church of Christ is being denied network access because its ad implies acceptance of gay and lesbian couples, among other minority constituencies, and is, therefore, too "controversial."