God Goes Viral

When the Lord speaks through billboards, does anyone listen?

by Boyce Upholt

God, apparently, has decided to speak to us through billboards — and the medium may be persuasive

For most of the summer, a billboard on I-95 read, "Don't believe in God? You are not alone." It directed lonely atheists to the Web site of PhillyCoR, the Philadelphia Coalition of Reason, an alliance of humanist, free-thought and atheist groups.

A few weeks ago, City Paper reported on a "joint workday" held by PhillyCoR and the Light Houses of Oxford Valley, a church in the suburbs north of town. The groups decided to get together because Light Houses had a billboard of its own, aesthetically similar but thematically opposed, just down the road from PhillyCoR's.

Now a new Christian billboard has gone up on I-95— and it's right in PhillyCoR's old spot. The location was snatched up as soon as the atheist group's lease expired. "Say one Hail Mary," it reads, with an image of the Virgin Mary, her hands cupping a floating heart. No contact information is provided, and it is unsigned but for the words "Brought to you by God, the Father" in the corner.

According to a report in the Inquirer, the sign is the work of the Holy Souls Ministries, a mysterious group that does not appear in the phone book and has no online presence. Joe Veltri, who made arrangements with the Steen Outdoor Advertising Company, did not return phone calls from the Inquirer.

According to Martha Knox, coordinator of PhillyCoR, her group's billboard proved effective: Every group in PhillyCoR's coalition saw increased attendance and interest after the advertisement went up. The Arizona and Colorado Coalitions of Reason, inspired by the positive message and response, will be launching similar billboards in other areas.

Knox doubts whether Holy Souls' advertisement will have the same impact. "I'm really not sure what their point is," she says — especially given how many similar billboards already exist across the country.

"Ours was newsworthy," she contests.

Lars Perner, assistant professor of clinical marketing at the Marshall School of Business at the University of Southern California, actually thinks the religious message might be effective — though it's hard to be sure without knowing the specific objective of the Holy Souls Ministries. He likens the billboard to viral marketing efforts such as the "Google Ron Paul" campaign that jumpstarted coverage of the Republican candidate.

What's more, the audience for a billboard — commuters — is both captive and repetitive, says Perner. If the ad's content is mysterious, curious onlookers may, after a few viewings, be driven to the Web .

Perner doubts that the billboard will have much effect beyond Roman Catholics, who are familiar with the Hail Mary prayer: Its intention is likely to boost morale among Catholics, and persuade those who have drifted away from the church to come back. "It's a very simple thing to do," says Perner of the ad's spiritual prescription.

Knox, who was raised Catholic, wonders if even this audience is well-versed enough in theology to be convinced. "I learned more about Catholicism from when I became an atheist than I did all through Catholic school," she says.

But for lapsed Catholics, the mystery of the billboard might offer a learning opportunity. God missing from your life? Just Google Him.

(editorial@citypaper.net)