Pre-Campaign Research

The Christian Media Project was acquired by Bible Society NSW in January 2003. Following extensive research the name was changed to Jesus. All About Life and the first campaign was trialled in Adelaide (September 2005), a small and confined market, to ensure all aspects of the campaign were workable. The objective of the campaign was to bring glory to God by encouraging Christians to start up dialogue with lapsed Christians about the importnance of Jesus in our lives.

The NSW campaign

The first step involved asking McCrindle Research to assess the target market for the Sydney 'Jesus All About Life' campaign, examining their general opinions towards Christianity, churches and Jesus, and recounted their reactions to the proposed advertising materials.

In July 2008 work commenced in earnest on preparing the greater Sydney region for the campaign which was to be launched in September 2009. As time progressed it became obvious that the campaign should become state wide and Western Australia also determined to run the campaign at the same time.

Target market

The target market for this project was non-Christians who had attended church in the past and/or currently feel somewhat warm towards Christianity. These research participants were recruited for focus group sessions from their answers to a series of questions.

The NSW campaign was extremely successful and achieved results above expectations in all areas with the exception of funding.

Click HERE to download a pdf version of the initial Research Brief. To download a full copy of the initial Jesus. All About Life research report, click HERE.