Although over half of all homes in the UK have a Bible, only a very small percentage see the Bible as being relevant to their everyday lives. Hodder’s launch of the new edition of The NIV Bible, which represents around 40% of all Bibles sold in the UK, needed our audience of practicing and non practicing Christians to take a fresh look at ‘The Good Book’.
The words we use every day convey an enormous range of emotions from love and passion to jealousy and hatred. Many of these words have been shaped and given meaning by stories from the Bible. These words are as powerful today as they have ever been. And the Bible itself remains one of the world’s best selling books. The challenge was to show that it remains as relevant today as ever.
The Power of Words campaign used videos, images and events to show the relevance and impact of words that have their roots in the Bible. The word ‘believe’ is shown on a flag amongst supporters at a football game; a man is seen demonstrating enormous ‘courage’ when he breaks up a fight; a contrite banker is seen asking for ‘forgiveness’ in the City, and a beggar is seen being comforted by ‘compassionate’ passers by. A ‘Love’ event was also held in London where people were filmed talking about the thing that best represented ‘Love’ for them. The campaign culminated with a ‘Word Wall’ on the steps of St Martin in the Fields in Piccadilly where members of the public could add their most powerful word.
The social media campaign ran across Facebook, Twitter and YouTube with semantic advertising placed across web sites with religious or spiritual dimensions. The Word Wall was visited by over 5,000 people, while content on Facebook and Twitter is updated daily to engage with an ever growing network of receptive groups.