Friday, February 20, 2009

Yes We Did: LifeWay Launches National "I Matter" Movement

/24-7/ -- LifeWay Christian Resources announces the launch of their national "I Matter" movement, which intends to initiate a positive dialogue about the worth in all of God's people. "This is really more than an ad campaign," says Dawn Cornelius, Marketing Strategist for International and Ethnic Markets. "It's a movement based on God's Word that says every person has value, worth, and a purpose."

The initial Web campaign for women will eventually launch into multiple phases for men and families through various touch points. African-American churches are the target audience, but the campaign will be inclusive to everyone who wants to join the conversation about being empowered to live for Christ.

Cornelius explains, "We are introducing the 'I Matter' campaign to the Black community with a 'no stone left unturned' marketing effort. We want the entire community to become engaged in this movement around why people matter. We launched this campaign to celebrate the uniqueness and worth of every person, and it will intentionally foster positive images that celebrate and empower people of many races and backgrounds so that everyone understands the intrinsic worth, purpose, and value that they have in God."

With no specific time constraints, the movement will be a sustained, disciplined marketing effort driven by people sharing their stories and ideas with others on the Web, in conferences, and through their own communities. Along the way, LifeWay will offer guidance to those searching for products, resources, and events to support them in their various roles of ministry to others. People are invited to submit stories online and to create videos that will become part of the national campaign.

Key campaign components will include:
• A dedicated "I Matter" Web site
• A multi-city road show as part of exhibits starting in June 2009
• Videos celebrating why people matter
• An outlet for others to voice why they matter
• Suggested resources to support and equip
• A credo to enable women, men, and families to begin their own conversations in their communities

Cornelius sums up the importance: "This comes at a time when so many people are talking about the importance of Blacks in this country and the amazing struggles that we have overcome as a people. We have so much to celebrate. We have so much to thank God for, but we have so much to share in common with all people because of our identity in Christ."

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