The Church Action Network has launched a new and innovative advertising campaign to promote churches which depicts the baby Jesus in a pose reminiscent of Che Guevara.
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The striking red, black and white pastiche bears the slogan “Dec 25th Revolution Begins – Celebrate The Birth Of A Hero”.

Church Action Network said the campaign’s design aims at dispelling the “wimp in a white nightie” image of Jesus in the UK.

The poster is free of charge for all denominations and will soon be seen splayed across train stations and outdoor billboards in the run-up to Christmas.

Francis Goodwin, chairman of CAN, said: “Our campaigns continue to be focused on Christ, rather than the Church because we’ve found the best way to engage with the people is to talk about Jesus Christ and what he means to people today.

“We believe there is still a place for innovation and challenge in church advertising.

"This campaign will be properly co-ordinated and supported by churches and Christian agencies across all denominations and seen and heard throughout the country in the run-up to Christmas."
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Part of the campaign also includes radio adverts voiced by BBC presenter Simon Mayo, asking listeners questions such as: “If Jesus Christ came back today, would he be seen as God, or shunned as a refugee?” or “Was Jesus just an ordinary baby or someone who started a revolution?”.

Another question asks “Are you dreaming of a white Christmas? Or do you think that Jesus was black?”

The new campaign comes not long after Alpha Course brought in big names such as model Kim Johnson, Premiership footballer Linvoy Primus and mountaineer Bear Grylls to front its adverts hitting British cinemas currently.

The Church of England also recently called on Fallon, the advertising agency that brought the Skoda range of cars back from the dead, to come up with a new image for the Church. The new campaign will run under the slogan “Church. Part of modern life” and aims at overcoming the Church’s current “churchy” image.