At the annual Midyear Meetings of the Southern Asia-Pacific Division (SSD), the executive committee has given its approval and backing to an initiative aimed at enhancing the church's brand messaging across its diverse media platforms. The goal is to effectively communicate the gospel, both within and beyond the church, aligning the message with the needs and sensibilities of its audience while remaining faithful to the scriptures.
Pastor Heshbon Buscato, SSD Communication Director, presented the recommendation to spark awareness on the importance of classifying media contents according to their proper platform and medium. “We aim to transition towards content with a clear evangelistic focus. Hope Channel International commits to assisting divisions in this transition, ensuring that content is tailored and branded to resonate with its intended audience.” Buscato said.
The brand alignment initiative seeks to strengthen the brand architecture of the church's main media platforms. Hope Channel aims to serve as a neutral platform, inviting non-members to engage with content that resonates with them, avoiding overly 'churchy' presentations. While programs and content may nurture the faith of church members, it's important to note that Hope Channel ministries, as stipulated by policy, are funded by tithe money and therefore categorized as evangelistic.
Dr. Michael Palar, the newly appointed Hope Channel Coordinator for the Southern Asia-Pacific region, backs the initiative, underscoring the importance of reaching unreached areas within the 10/40 window. "We must engage with those who are unfamiliar with Adventism with open-mindedness and without bias. It's essential to introduce our church to them in a manner that is inviting and non-intimidating,” Palar said. “Creativity and cooperation play important roles as we aim to exemplify a warm and approachable attitude. We acknowledge the rising secular trend and the growing population that is drifting from fundamental truths, heightening the urgency of our efforts,” he added.
The decision to implement immediate brand alignment was unanimously approved.
Edward Rodriguez, SSD Communication Department