disclaimer: I am a Christian, a born again Christian at that.
CNN ran a spot on Anderson Cooper 360 tonight featuring Alison Fahey, Editor of Ad Week, and, Bishop TD Jakes. The topic was on a current trend of corporations sponsoring of Christian events. Alison’s had two points, but the one that stuck out for me was that the advertiser may be sponsoring a Christian event one day, then an event with completely divergent values & views the next. Bishop TD Jakes’s view was that this trend was okay, that they didn’t want to “discriminate” against advertisers and that the money of Christians appears to be worth advertising too.
The real question, at least in this woman’s mind, is, what impact does this have on the message of the event? Does the sponsorship compromise the message? Is the sponsorship even necessary at all? If the costs are covered, is it necessary at all? Surely, marketers can slice the demographic up any way they wish and target market via whatever vehicle that is most effective. But the sponsoring of a specific Christian event smacks of more than an group of smart marketers choosing a demographic then going after it. It smells like the Christians working in league with the marketers. It smells like the money changers being let into the temple. While that may be a stretch (the money changes after all were selling sacrifices – a far cry from what Coke is doing. See John 2:12-22 & this article, The Cleansing of the Temple) it just doesn’t feel right, sort of like saying “Coke” is the soda of all Christians or “Delta” is the airline for the Born Again set. Why would any energy be spent even considering this kind of activity? Perhaps instead of sponsoring a Christian Music festival, those same sponsors could step up their support of feeding the poor, showing mercy to the downcast, and building homes for the homeless (Micah 6:8) – those are true directives from God worth sponsoring.
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