Igniting Ministry releases its first Hispanic TV commercial
March 24, 2004
By Nancye Willis*
NASHVILLE, Tenn. (UMNS) — The United Methodist Church is sharing its message of “open hearts, open minds, open doors” with one of the fastest-growing segments of the U.S. population.
“No Estas Obligado” (“You Don’t Have To”) is the denomination’s first Spanish-language television commercial since the official launch of Igniting Ministry, its media effort in September 2001. The 30-second ad is airing on the Telefutura and Telemundo Spanish-language cable networks March 24-April 11, Easter Sunday.
The commercial emphasizes acceptance of and service to others as a choice, rather than a requirement, and showcases ways to do so. “No tiene que aceptar a todos. … Nosotros lo hacemos porque queremos” (“You don’t have to accept everyone. … We do it because we choose to”), it advises.
Because the Hispanic/Latino community has been shown to be generally comfortable with traditional church language, a pastor delivers lines and a church setting is prominent.
Igniting Ministry is aimed at raising awareness of the denomination through a series of cable television commercials and other advertising.
“‘No Estas Obligado’ represents the first time the United Methodist Church has spoken so intimately through public media with this significant segment of the U.S. population,” said the Rev. Larry Hollon, top executive of United Methodist Communications, which administers the denominational media effort.
Developed by United Methodist Communications in collaboration with a Dallas-based Hispanic ad agency, “No Estas Obligado” also had the input of an advisory committee of Hispanic United Methodist church leaders.
Hollon said preliminary research conducted by United Methodist Communications revealed both concerns of Latino adults, ages 25-54, as well as appreciation for what the United Methodist Church has to offer.
“This ad encourages viewers to become part of an accepting and affirming church community, and it empowers them to create that community,” he said. “It offers them connection with the people of the United Methodist Church as a community with open hearts, open minds and open doors.”
Telefutura and Telemundo were chosen for the advertising because of their combined viewing audience of more than 18 million adult Hispanic TV viewers in the United States. The two networks draw the highest percentage (39 percent) of prime-time Spanish-speaking viewers in the United States.
Projections released March 18 by the U.S. Census Bureau indicate that, by 2050, the U.S. Hispanic population will increase by 188 percent, to 102.6 million, or one-quarter of the expected total U.S. population of 420 million.
“No Estas Obligado” is close-captioned and will also be available in an English-language format. Both are tagged with the www.UnitedMethodist.org Web site, where users can find information to help them locate United Methodist congregations in their areas.
It will air during the campaign’s established Easter, back-to-school and Christmas flights. Those seasons were chosen because they represent times people are most receptive to spiritual messages.
English-language ads are also airing on 18 cable networks, as part of the church’s national media campaign, a four-year, $20 million effort. More than 92 million television viewers have seen the commercials since 2001.
“No Estas Obligado” is available for viewing on the denomination’s Web site, www.UMC.org. Downloadable images from the commercial are available at www.IgnitingMinistry.org.
*Willis is editor for the Public Information Team at United Methodist Communications in Nashville, Tenn. News media contact: Linda Green (615)742-5470 or e-mail: newsdesk@umcom.org.
