The Kentucky Baptist Convention has just announced its plans for a major media buy in conjunction with the “Find it Here” door-to-door evangelism initiative set for this Spring. The media campaign will allow us here in Kentucky to reach approximately 85 percent of our state’s adult population with a gospel message an average of three-and-a-half times during the three weeks leading up to Easter this year.

One of the things that I find exciting about this particular Great Commission push is the way it demonstrates the power of Baptist cooperation. In terms of implementation of “Find it Here,” we have nearly every area of Baptist life engaged in a coordinated way to share the gospel.

Local churches have worked with their own directors of missions to literally mark the road maps of their association to divide the geography and make sure volunteers who will deliver a plastic bag containing a gospel message are assigned to those areas. (Some 50,000 church volunteers are expected to participate in prayerwalking and gospel distribution of just about our entire state.)

Layered on to this work at the grassroots level is the coordination, materials production and promotional support being provided by state conventions and the North American Mission Board. Nationwide, NAMB and the state conventions are expected to spend more than $1.8 on the media campaign alone.

The funding of “Find it Here” also demonstrates Baptist cooperation in a big way. Here in Kentucky, “Find it Here” is being made possible by funds from the Cooperative Program, the Annie Armstrong Easter Offering and the Eliza Broadus Offering for State Missions.

Here’s the story from the KBC on the media campaign:

Find it Here Advertising Campaign to Reach 85 Percent of Kentucky Adults

LOUISVILLE  – An advertising campaign that is part of Kentucky Baptists’ “Find it Here” door-to-door evangelism initiative is expected to reach approximately 85 percent of the adult population in Kentucky with a Gospel message this spring.

The statewide campaign will use a 30-second TV spot produced by the North American Mission Board for three weeks leading up to Easter to direct viewers to the FinditHere.com Web site. The Web site features the stories of people who have found hope, purpose, peace and life through a relationship with Jesus Christ.

Radio spots and billboards will also be used in some locations.

“Kentucky Baptists are pulling out the stops to reach our state this spring,” Kentucky Baptist Convention Communications Director Robert Reeves said. “In this time of recession, war and cultural confusion, we have an important message of hope for people and are looking forward to this opportunity to connect with the people of our state.”

Reeves said Southern Baptists will be spending more than $182,000 on the campaign in Kentucky, using funds from the KBC, NAMB, Kentucky Woman’s Missionary Union and Baptist state conventions in states surrounding Kentucky that will impact the border areas.

The advertising campaign will provide important “air support” for the 50,000 volunteers from Kentucky Baptist churches who will be delivering a bag containing a brochure that uses the “Find it Here” theme to more than 4.1 million Kentucky households starting in March, he said.

Reeves said the campaign was put together by the Van Winkle and Associates advertising firm of Atlanta. The firm was contracted by NAMB to handle an advertising buy which will exceed $1.8 million nationwide.

In Kentucky, the campaign is designed to reach 85 percent of the adult population with the message three and a half times on average during the period. Reeves said the number of times any individual sees the spot will vary based on their specific location and viewing habits.

Viewership in Eastern Kentucky may be somewhat higher due to a $30,000 grant for media provided by Kentucky WMU. Those funds, made possible because Kentucky WMU exceeded its $1.1 million goal for the Eliza Broadus Offering last year, are being used to supplement the broadcast television purchases with a cable television buy.

Part of the advertising buy is also being used to purchase billboards and radio time in Spanish to help reach Kentucky’s Hispanic population.

“One of the greatest things about the entire ‘Find it Here’ emphasis is the way it demonstrates the power of Baptist cooperative efforts in putting love in action,” Reeves said. “Baptists are getting to see their Cooperative Program, Annie Armstrong Easter Offering and Eliza Broadus Offering for State Missions directly at work in their own communities in a very direct and tangible way which is exciting.”

Reeves said the total advertising campaign is also expected to be strengthened by churches that have TV and radio ministries of their own and incorporate the “Find it Here” spots into their broadcasts. The spots are available for free download by churches in the “God’s Plan for Sharing” section of the oneMISSION.tv Web site.

The “Find it Here” TV spot features three people telling snippets of their life stories – a woman whose husband died, a man who lost his job and another man who still felt empty despite success and wealth. Each shares that they finally found peace through a relationship with Jesus Christ. The spot ends by directing the viewer to the “Find it Here” Web site.

At the site, which is available in English and Spanish, visitors will be able to read more about the Christian faith, use a search feature to find a Southern Baptist church near to them, access a phone number to call for spiritual help or download a free e-book.

More information about the “Find it Here” evangelism initiative in Kentucky can be found at www.kybaptist.org/findithere.

The Kentucky Baptist Convention is a cooperative missions and ministry organization made up of nearly 2,400 autonomous Baptist churches in Kentucky. A variety of state and worldwide ministries are coordinated through its administrative offices in Louisville, Ky. including: missions work, disaster relief, ministry training and support, church development, evangelism and more.