Barrier 6: Your audience can't hear you because they're angry at you.
The goal: Get fallen-away Catholics to come back.
To do that, we had to reach folks who’s attitude toward the Church ranged from disappointment to hatred.
But then, our client told us something extraordinary. “If you’ve fallen away from the Church that’s our fault, not your fault.” I asked if he was willing to put that in writing. Then he said another extraordinary thing. “Yes.”
Our advertising led the country in results. Other diocesearound the country soon adopted the campaign.
The provocative creative approach generated positive media exposure in the Boston Globe and other media around the country, even calling the Church sensitive and courageous.