A Roman Catholic lay organization is launching a $3.5 million prime-time television campaign aimed at drawing more people to the faith and to church.
Catholics Come Home, a national nonprofit led by Catholic business people and theologians in partnership with dioceses around the country, called it the denomination's first-ever "television evangelization initiative."
Commercials, airing in English and Spanish on major networks in every diocese between Dec. 16 and Jan. 9, will highlight the history, spirituality, and accomplishments of the 2,000-year-old Catholic faith in 30- and 60-second spots, said Tom Peterson, the president of the Atlanta area organization, and a former advertising executive who is a lay Eucharistic minister at St. Peter Chanel in Roswell, Ga. Donations from more than 35,000 Catholics are paying for the campaign, he said.
The goal is to reach "not only inactive Catholics but people who have never had faith in their life, or who have been switching faiths and might say, 'I hadn't thought about Catholicism; I never knew those things about the church,' " said Mr. Peterson.
The campaign comes as polls show only about 31% of self-described Catholics attend Mass, and many Americans describe themselves as non-religious, Mr. Peterson said.
In addition, the Catholic church and other mainline denominations face competition from nondenominational Christian churches that can feel more hip and tend to appeal to younger people.
"When the church down the street offers Starbucks and more contemporary music, that can grab a lot of people," said Mr. Peterson.
While evangelism has always been part of the Roman Catholic church, Mormons and Protestants have been far more active in door-to-door campaigns and outreach; Catholic officials are making a fresh push to evangelize, and share their faith.
The Archdiocese of Boston announced new efforts last week. Rhode Island Catholics went door-to-door in a campaign last year.
In partnership with Catholics Come Home, dioceses in Atlanta, Chicago, and several other cities ran local TV campaigns about Catholicism earlier this year.