Forty-five years ago there was a city-wide outreach in our city based on the theme “I found it!” The slogan was purposefully vague so as to engage all churches who called themselves Christian.
The purpose of the slogan was to prompt people to ask “What did you find?” To which the answer was “New life in Jesus Christ.” This answer encompassed a wide range of possibilities of what the new life could be or how it could be attained.
The campaign was ambitious, including billboards, bumper stickers, radio and TV spots, mail outs and a newspaper supplement with testimonials from the whole Christian spectrum. Members of all denominations made a door to door campaign to distribute New Testaments to every home. They were ready to answer people’s questions and to ask them if they had found it or were interested in hearing more about finding it.
The whole effort was so vague, like a gray fog over the city, whose origin or meaning could not be discerned. The slogan was deliberately vague to get past the resistance of the populace and the media to all things Christian. So vague that we couldn’t clearly articulate what we were trying to get past their resistance.
“I’ve found it!” just didn’t resonate with people like another well-known slogan of the day: “Things go better with Coke!” We knew it was all over the day we saw a bumper sticker that read: “I stepped in it!” and laughed. We had tried so hard to appeal to everyone that there was no message left.
Evangelism that talks about Jesus but doesn’t try to make disciples, what good does it do? Discipleship means discipline. People willingly discipline themselves for a sport or a cause that they believe in. If Christian faith is not worth self-denial and discipline, why should anyone be interested?
If we are so afraid that people will find Christianity offensive that we try to water it down, it has no power to change people’s lives. Perhaps we should consider the success of Buckley’s Mixture cough syrup. W. K. Buckley freely admitted that it tasted awful, but said it worked. They have used advertisments that showed a bottle of Buckley’s Mixture and proclaimed: “You’d have to be really sick to take that stuff!”, followed by the question “Are you sick?” That is effective advertising.
Jesus didn’t try to sugar coat his message. He was gentle to the sinner who repented, yet blunt with the self-righteous. He seemed to look for ways to confront the scribes and Pharisees with the emptiness of their law, it’s lack of power to make a difference in the lives of sinners.
The result of wimpy evangelism is not wimpy Christians, it is make-believe Christians or outright atheists.