Meet ‘creation care,’ the evangelical substitute for environmental activism

Here’s the link to this article.

Evangelicals can’t care about anything unless they can feel like they literally own it.

Avatar photoby CAPTAIN CASSIDY

JUL 13, 2023

Photo by AZGAN MjESHTRI on Unsplash

Overview:

As a substitute for accepting reality about climate change, evangelicals have decided that Jesus has given them ownership of the entire planet. Thus, they really ought to take care of it so he doesn’t get mad at them for breaking his gift. That sounds good—until you read the Christianese terms and conditions.

Christianese does a lot of heavy lifting for evangelicals. Everyday life becomes a godly melodrama. You aren’t the guy who carries the pastor’s stuff—you’re an armorbearer. You aren’t eating lunch, you’re breaking bread. Even a simple word-shuffle like Christ Jesus can give an insidery zhuzh to whatever you’re on about. The result can be a harmless spiritual RPG or a wolf in sheep’s clothing, bless your heart.

Now we see (some) evangelicals deploying the phrase creation care. It’s their substitute for environmental activism, a way of owning the concept and (most importantly) giving themselves permission to gut any parts of the actual meaning that they find inconvenient. Those who embrace it might not accept that humans have had anything to do with the climate’s huge changes in the modern day, but they’re still aware that not GAFF about the planet is a bad look—and they want to at least make an effort at look maintenance.

The other name for creation care, “environmental stewardship,” reveals the ideas at work here. Though this phrase isn’t technically an evangelical creation, the word stewardship conveys a great deal about evangelicals’ mindset and priorities—and what this creation care movement actually involves.

Worse, at a time when human impact on Earth’s climate grows more and more certain, this entire movement might just be a little too little, a little too late.

One degree warmer isn’t a big deal, said the homeschooling evangelical mom to her nine-year-old

A long time ago, I saw a short clip of an evangelical mother homeschooling her young son. The lad looked about nine years old and was decidedly not enthused about being filmed while engaging with substandard pseudoscience at his home’s kitchen table.

Somehow, he feigned interest in his mom’s placement of two cups of water in front of him. She’d carefully made sure that the water in the cups was exactly one degree (Fahrenheit, I assume) different.

Now, she asked him to test the temperature of the two glasses with his finger. He did so. She asked him if he could tell her which cup contained the warmer water. He could not.

“See?” she asked triumphantly. “One degree isn’t a big deal.” Then, she swooped in for the kill: Global warming is obviously fake, just some liberal ploy to, I don’t know, put oil companies out of business.

All those people saying that the Earth couldn’t get one degree warmer or bad things would happen? They were wrong. One degree is no biggie.

Tentatively, the lad agreed.

She was wrong

At the time, I didn’t quite understand myself what the whole one-degree-warmer thing meant. But I’d sure learn when the documentary Six Degrees That Could Change the World came out in 2008. Judging by the comments on one YouTube channel’s video of it, that documentary was the Zoomer version of the 1983 movie The Day After, which very effectively traumatized so many Gen X kids about nuclear war.

If so, good. Because yes, a planet that is one degree warmer is a huge freaking ginormous big deal, Homeschooling Evangelical Moms of the World. And that’s where we are now, according to several authorities: NASA, the World Meteorological Organization (WMO), and the Intergovernmental Panel on Climate Change (IPCC). In fact, Earth is somewhere between 1.1 degree (Celsius) warmer and 1.2 degrees warmer than it was in 1900.

Within 20 years, the IPCC thinks we’ll hit 1.5 degrees warmer. We got to see some of the ramifications of that warming just recently, in fact.

But don’t you worry none! After a long period of denial that climate change was even a real thing that is actually happening right now thanks to humans, evangelicals have swung into action to take up their divinely-given role as Earth’s stewards.

Christianese 101: Stewardship (in general)

For normies, environmental stewardship is not a new idea at all. That phrase has been around for almost a hundred years. In less religious spheres, environmental stewardship is simply direct participation in conservation efforts. A 2018 paper offers some specific activities encompassed by the phrase:

The term environmental stewardship has been used to refer to such diverse actions as creating protected areas, replanting trees, limiting harvests, reducing harmful activities or pollution, creating community gardens, restoring degraded areas, or purchasing more sustainable products. It is applied to describe strict environmental conservation actions, active restoration activities and/or the sustainable use and management of resources. Stewardship actions can also be taken at diverse scales, from local to global efforts, and in both rural and urban contexts.“Environmental Stewardship: A Conceptual Review and Analytical Framework,” 2018

But in religious spheres, the phrase “environmental stewardship” takes on a very special meaning. And it all begins with the word “stewardship.”

Evangelicals often pretend that they’re just taking care of things for Jesus until he returns. That’s why they call themselves his ambassadors, even though any real ambassadors would have been recalled a dozen times if they’d done even a fraction of what evangelicals constantly do.

As part of their self-declared role as ambassadors, evangelicals pretend that Jesus is very nicely allowing his most beloved and trusted followers to manage things for him in his absence, like parents allowing small children to help with light housework so they feel involved.

In other words, evangelicals act as Jesus’s stewards.

Christianese 201: Environmental stewardship and creation care

When I said “manage things” up there, I meant absolutely everything. Evangelicals claim to believe that Jesus owns literally everything: the planet, the universe, every government on Earth, even people themselves. That’s you and me. As his ambassadors, evangelicals are therefore his stewards in managing all of the above. They steward Jesus’ property in his name and for his benefit.

So environmental stewardship means exactly what you now think it means. Some evangelicals want to make an effort not to wreck the planet, but only because they own it and want to keep it nice—for Jesus, of course.

Creation care is simply what many evangelicals call their environmental stewardship. They’re taking care of Jesus’ creation—at least until he returns to destroy it all.

If you’d like a lot more info about this distinction between secular and religious uses of the term environmental stewardship, a 2012 paper by Jennifer Welchman might be your best bet. She describes the religious overtones of the term, offers a much more detailed overview of its history as a concept than you’ll find much of anywhere else, and details the risks inherent in using it in more secular contexts. She ends with a more nuanced definition of the term going forward. So if you have a JSTOR account, I highly recommend checking it out.

(How to get a JSTOR account to access tons of amazing journal articles for free. I have no formal relationship with this site beyond being a happy account holder.)

How evangelicals first engaged with creation care

Some evangelicals responded to early calls for creation care with enthusiasm. In January 2023, Neall Pogue wrote an interesting essay about those early days for The Conversation. He asserts that from the 1960s to the early 1990s, white evangelicals largely supported “an environmentally friendly position.”

When Francis Schaeffer père adopted environmentally-friendly views in the late 1960s, the stage was set for white evangelicals to follow suit. He was hugely influential with that crowd and would eventually lend a hand in engineering their anti-abortion culture war. (Before then, abortion wasn’t on evangelicals’ radar. They saw it as a backward Catholic thing.)

So when Schaeffer spoke on environmental stewardship and wrote books and essays urging evangelicals to adopt those ideas, evangelicals listened to him. Even Southern Baptist ministers adopted his suggestions.

By the 1980s, Pogue tells us, evangelical homeschooling resource companies like Abeka Book praised environmentalist ideas and leaders. Their materials also cautioned against the impact that capitalism could have on the environment.

In 1988, when Pat Robertson bowed out of the presidential race that year, he gave his version of the classic “City on a Hill” speech. Whereas Ronald Reagan’s idealized City had emphasized free trade, busy ports, and harmonious diversity, Pat Robertson’s resembled an extended, idealized evangelical family. And that family specifically enjoyed clean water, pure air, healthy soil, and a robust ecology.

The second phase of creation care should have given evangelicals whiplash—but it sure did not

By the 1990s, though, the political climate in evangelicalism had changed dramatically. Evangelicals now largely completely embraced both the culture wars and very conservative political and social positions. Their leaders had completely politicized them. They even trampled and drove away anyone who thought differently.

This time on the merry-go-round, evangelical leaders needed their flocks to hate environmental stewardship, not embrace it. Their reasons were twofold:

First, so the flocks would reject liberal politicians who were overwhelmingly pushing hard for environmental protection measures, along with liberal causes themselves.

Second, so the flocks would reject any ideas that might lead to changes that would negatively affect conservative donors to Republican politicians.

The anti-abortion culture war had already demonstrated that evangelical leaders could reliably deliver scads and reams of evangelical votes to conservative politicians and causes. Those leaders simply used that culture war’s rails to deliver the same kind of misinformation—this time, it simply concerned climate change instead of human rights and gynecology.

It worked, and it worked remarkably swiftly. Evangelicals were, by now, very comfortable with not only completely reversing course at their leaders’ urging, but also with forgetting they’d ever held any other position.

But creation care still, uh, found a way

I can tell you with both a quickness and a certainty that my old crowd of fundamentalists almost completely rejected environmentalism in the late 80s and early 90s. I didn’t even know that evangelicals had once thought any differently.

In fact, I had a Pentecostal friend in college who got so annoyed with Earth Day celebrations on campus that he told everyone he was going to buy a gigantic diesel pickup truck, pursue an almost-entirely beef diet, and eat a lot of beans for the rest of his life—for their intestinal effects, geddit? He didn’t do any of that in reality, but dang, that’s some real stewardship!

One creation care group online, the Evangelical Environmental Network, claims to have begun life in 1993 (close to the end of my involvement with the religion). That sounds about right for the movement as a whole. They affiliate with the National Association of Evangelicals (NAE), who are culture warriors trying not to be quite so political about their culture wars.

In fact, they base their entire creation care movement on their conceptualization of evangelicals’ beloved anti-abortion culture war. They think it requires evangelicals to focus on all human life, not just on forcing pregnant women to give birth against their consent:

Creation Care as a Matter of Life

In the United States, air pollution alone kills an estimated 200,000 people each year., Approximately 6,000 unborn children die from soot (fine airborne pollution) in the U.S., while another 10,000 are born premature from soot exposure. Additionally, a Lancet Commission on Pollution and Human Health found that in 2015, pollution resulted in over 9 million deaths worldwide. This represents 3 times more deaths than AIDS, tuberculosis and malaria combined and 10 times more deaths than all forms of violence and conflict. Pollution’s threat to life continues and is projected to at least double by 2050 unless we act.

As pro-life Christians, our mission demands that we defend life in every way. Our faith and our values will never be compromised.Creation Care Statement on Development (archive)

Francis Schaeffer clearly has a lot to answer for.

The culture wars wreck everything, even creation care

By the Aughts, though, climate change was starting to become a big topic. More and more, the scientific consensus looked not only compelling but overwhelming. And some evangelicals accepted their assertions.

But by now, evangelicals had begun their big decline in membership and cultural power. They were far more sensitive to their growing vulnerability to their many enemies.

If you ever saw that classic Key & Peele sketch about President Obama goading Republicans into supporting all kinds of liberal causes by pretending to reject them, then know that the same thinking governed evangelicals at the time.

YouTube video
“Ain’t I a stinker?”

Whatever leading scientists asserted, evangelicals seemed to delight in rejecting. That definitely included climate change. Rejecting any care for the environment had become as certain a belief marker as opposition to legal, accessible abortion was.

Creation care emerges from the ashes

In 2006, almost 100 evangelical leaders signed a major statement about global warming. These included Rick Warren of Saddleback Church, which just got booted from the Southern Baptist Convention (SBC) for being friendly to the idea of women pastors. The letter, addressed to the NAE, asked its leaders to support legislation that would help ease global warming. To support their requests, the signers met with various congress members and ran advertisements supporting climate change science and environmentalism.

However, an opposition group soon formed to push back against this letter’s requests. The opposition included Richard Land, the leader of the SBC’s Ethics and Religious Liberty Commission, and James Dobson, founder of Focus on the Family. Notably, the organizer of this opposition effort, E. Calvin Beisner, said he felt driven to do it because he denied climate change science:

He said Tuesday that “the science is not settled” on whether global warming was actually a problem or even that human beings were causing it. And he said that the solutions advocated by global warming opponents would only cause the cost of energy to rise, with the burden falling most heavily on the poor.“Evangelical Leaders Join Global Warming Initiative,” New York Times, 2006 (archive)

(Yes, because extremely conservative, science-denying white evangelicals have always been so very very very concerned with the plight of poor people.)

In 2008, creation care gained a whole new set of supporters.

Nowadays, Jonathan Merritt is a big-name religion writer and the son of an SBC pastor who is, in turn, one of the denomination’s former presidents. But back in the Aughts, when he was just a seminary student, Merritt spearheaded the Southern Baptist Environment and Climate Initiative (SBECI). In 2008, the new group released a powerful statement:

We have recently engaged in study, reflection and prayer related to the challenges presented by environmental and climate change issues. These things have not always been treated with pressing concern as major issues. Indeed, some of us have required considerable convincing before becoming persuaded that these are real problems that deserve our attention. But now we have seen and heard enough to be persuaded that these issues are among the current era’s challenges that require a unified moral voice.

We believe our current denominational engagement with these issues have often been too timid, failing to produce a unified moral voice.A Southern Baptist Declaration on the Environment and Climate Change, 2008 (archive)

Merritt’s declaration garnered 45 high-profile SBC signatures, including his dad’s, that of the SBC’s current president, Frank Page, and that of the president of Merritt’s seminary, Danny Akin.

Despite its name, though, the SBECI was not an official endeavor of the SBC itself. And it revealed that Southern Baptists weren’t at all unified behind the idea of creation care as a priority—or even as a real necessity.

When money gets involved, creation care stops mattering

Then, in 2010, Daily Mail famously reported on John Shimkus, then a Republican Congressman from Illinois. That year, Shimkus campaigned to chair the House Energy Committee despite being a climate change denier. In fact, he thought Jesus had implicitly promised humans that they’d never destroy the planet because Jesus had already claimed that privilege for himself. Naturally, Shimkus not only won the position but also became the Republican Leader of the committee’s Environment and Climate Change Subcommittee.

But take heart. He lost the position in 2016 to Greg Walden

… Who is an Oregon Republican who did quite a lot to ensure that climate change will only continue to worsen, and who seems to deny that climate change is an urgent problem at all. (He appears to have profited handsomely from these stances.)

And if you’re wondering, the current Chair of the Energy Committee since January 2023 is Cathy McMorris Rodgers

… Who is a Creationist and therefore a denier of all established biological science.

In a way, though, these ferocious examples of pushback against climate change only highlighted how inevitable the movement was among the most important demographic of all:

The newest crop of voting-age Americans, especially those who still affiliated with evangelicalism.

Creation care gains a foothold in Gen Z

Despite older evangelicals’ now-decades-old rejection of creation care, gradually younger evangelicals adopted its ideas. A year or so ago, a writer for Wayland Baptist University explained the school’s fairly-new recycling program with this strong statement:

[M]any Christians today believe the environment (God’s creation) is an exploitable commodity, given to us to use as we see fit. Christian environmental stewardship, also known as “Creation Care” takes a different view, reminding us that we cannot honestly declare that we love God, nor love Jesus, while at the same time destroying His creation, which He declared to be good and exists to glorify Him.Wayland Baptist University Green Initiative, “Biblical Foundations for Christian Environmental Stewardship” (archive)

A photo of the program’s volunteers taken last year reveals some very youthful, smiling faces. I’m not surprised to see them, either. In 2021, Pew Research discovered that Gen Z tends to feel the most strongly—and to take action most often—about climate change than earlier generations have. Millennials got that ball rolling years earlier. It could well be that when their older Christian leaders refused to join them in their concerns, that became a sticking point for Millennial Christians.

In turn, those older Christian leaders can only (incorrectly) sneer that young environmental activists have “picked up a new religion.”

No no, Padre, tell us more about how sour those grapes must be.

I bet they’re totally sour.

Why Christian leaders have to talk like that

Generally, the big-name evangelical Christian leaders have not changed at all from their mid-1990s course. They’re still lip-locked with Republican priorities, still tasked with delivering votes to Republican politicians and causes, still flogging misinformation through the culture war’s established rails.

Very clearly, Republicans still need evangelicals to reject any progress regarding the environment. And so that is exactly what evangelical leaders are telling the flocks to do.

But a few have broken ranks. I spotted some of them on a 2020 editorial. In it, these pastors discussed grants for solar panels for churches through their new group Creation Care Partners. In a separate interview with Christianity Today, one of the editorial writers, Bob Whitaker, had this to say about why he’s involved with the group:

“This whole thing for me has been a bit of a conversion,” said Whitaker, who has pastored at Evangelical Community Church for 22 years. “I didn’t grow up thinking this way. I didn’t begin serving this church with this mentality…. Among evangelicals—churches, pastors, even theologians—we’ve focused on the salvation of the soul to the exclusion of other parts I now consider to be part of the Good News.”

His change was gradual—an expansion of his understanding of how the gospel applies to everyday life and a growing sense that God’s people should treat the earth not as consumers but as caretakers.“Creation Care Movement Takes Action with Solar Panels and Petitions,” Christianity Today, 2020 (archive)

Looking at his church’s website, it becomes abundantly clear that he’s got a lot of younger Millennial and Zoomer congregants going there. Mystery solved!

And now, just look at that horse run!

Perhaps because of the pandemic, creation care seems like it’s everywhere in 2023. Here’s a very small sampling of creation care events and happenings that are either going to happen or that have occurred already this year:

Creation Care: It’s What’s For Dinner™.

The problem with creation care

So here we are, with younger evangelicals loving creation care and many older ones still rejecting the idea that climate change is even a thing that humans have caused and need to fix now.

Even if evangelicals as a whole finally get on board with what creation care advocates want, there’s still one huge, glaring dealbreaker problem with the idea:

Creation care will never be anything but completely optional for evangelicals.

The situation reminds me of being in grade school in the American public school system. Whenever the school got new textbooks, teachers begged students not to trash them.

Some students listened (like, ahem, me—a sweet, dreamy, quiet little girl who already treasured books) and took perfect care of these perfect new textbooks. Others didn’t quite achieve that standard. And a few trashed the books on principle, because what exactly was the school gonna do to them if they did? Fine their parents? It’s not like they’d ever suffer any penalties themselves.

That’s exactly what’s going on here with creation care.

If evangelicals choose to reject creation care, it’s not like Jesus will do anything to them. They’ll still go to Heaven, after all. Creation care is purely optional, just like every other behavioral demand evangelicals make of other evangelicals. It’s not like anyone’s going to do anything to them if they ignore the demand.

If evangelicals are not forced to do the right thing, they have shown us time and again that they simply will not do it. In fact, they’ll do its opposite if they can. Wanting their grandchildren to have a clean, livable planet doesn’t matter, either, to the large number of evangelicals who believe that Jesus will kick-start the Endtimes before too long.

They might as well drive huge diesel pickup trucks and eat steak every day—along with a lot of beans. 

07/13/23 Biking & Listening

Biking is something else I both love and hate. It takes a lot of effort but does provide good exercise and most days over an hour to listen to a good book or podcast. I especially like having ridden.

Here’s my bike, a Rockhopper by Specialized. I purchased it November 2021 from Venture Out in Guntersville; Mike is top notch! So is the bike, and the ‘old’ man seat I salvaged from an old Walmart bike.

Here’s a link to today’s bike ride.


Something to consider if you’re not already cycling.

I encourage you to start riding a bike, no matter your age. Check out these groups:

Cycling for those aged 70+(opens in a new tab)

Solitary Cycling(opens in a new tab)

Remember,

Photo by Suzy Hazelwood on Pexels.com

From Sam Harris’ Waking Up APP–The Factors of Awakening

Rick Hanson & Sam Harris

Sam speaks with Rick Hanson, a clinical psychologist, researcher, and author. They discuss Rick’s path from sixties counterculture to mainstream psychology; the neuroscience of mindfulness; “the happy medium” between dualistic and non-dualistic approaches to meditation; psychedelics and spiritual development; learning as a two-step process; categories of anxiety; strategies for calming panic attacks; inward- vs. outward-oriented mindfulness practices; the merits and liabilities of the traditional guru-disciple relationship; and other topics.


Here’s a novel I’m listening to: The Dictionary of Lost Words, by Pip Williams

I’m on my second listen, not sure exactly why.

Amazon abstract:

NEW YORK TIMES BESTSELLER • REESE’S BOOK CLUB PICK • “Delightful . . . [a] captivating and slyly subversive fictional paean to the real women whose work on the Oxford English Dictionary went largely unheralded.”—The New York Times Book Review

“A marvelous fiction about the power of language to elevate or repress.”—Geraldine Brooks, 
New York Times bestselling author of People of the Book

Esme is born into a world of words. Motherless and irrepressibly curious, she spends her childhood in the Scriptorium, an Oxford garden shed in which her father and a team of dedicated lexicographers are collecting words for the very first Oxford English Dictionary. Young Esme’s place is beneath the sorting table, unseen and unheard. One day a slip of paper containing the word bondmaid flutters beneath the table. She rescues the slip and, learning that the word means “slave girl,” begins to collect other words that have been discarded or neglected by the dictionary men.

As she grows up, Esme realizes that words and meanings relating to women’s and common folks’ experiences often go unrecorded. And so she begins in earnest to search out words for her own dictionary: the Dictionary of Lost Words. To do so she must leave the sheltered world of the university and venture out to meet the people whose words will fill those pages.

Set during the height of the women’s suffrage movement and with the Great War looming, The Dictionary of Lost Words reveals a lost narrative, hidden between the lines of a history written by men. Inspired by actual events, author Pip Williams has delved into the archives of the Oxford English Dictionary to tell this highly original story. The Dictionary of Lost Words is a delightful, lyrical, and deeply thought-provoking celebration of words and the power of language to shape the world.

WINNER OF THE AUSTRALIAN BOOK INDUSTRY AWARD


Here’s a few photos from along my pistol route:

07/12/23 Biking & Listening

Biking is something else I both love and hate. It takes a lot of effort but does provide good exercise and most days over an hour to listen to a good book or podcast. I especially like having ridden.

Here’s my bike, a Rockhopper by Specialized. I purchased it November 2021 from Venture Out in Guntersville; Mike is top notch! So is the bike, and the ‘old’ man seat I salvaged from an old Walmart bike.

Here’s a link to today’s bike ride.


Something to consider if you’re not already cycling.

I encourage you to start riding a bike, no matter your age. Check out these groups:

Cycling for those aged 70+(opens in a new tab)

Solitary Cycling(opens in a new tab)

Remember,

Photo by Suzy Hazelwood on Pexels.com

Here’s an episode from Sam Harris’ Making Sense podcast

Here’s the link from Spotify:


Here’s a novel I’m listening to: The Dictionary of Lost Words, by Pip Williams

I’m on my second listen, not sure exactly why.

Amazon abstract:

NEW YORK TIMES BESTSELLER • REESE’S BOOK CLUB PICK • “Delightful . . . [a] captivating and slyly subversive fictional paean to the real women whose work on the Oxford English Dictionary went largely unheralded.”—The New York Times Book Review

“A marvelous fiction about the power of language to elevate or repress.”—Geraldine Brooks, 
New York Times bestselling author of People of the Book

Esme is born into a world of words. Motherless and irrepressibly curious, she spends her childhood in the Scriptorium, an Oxford garden shed in which her father and a team of dedicated lexicographers are collecting words for the very first Oxford English Dictionary. Young Esme’s place is beneath the sorting table, unseen and unheard. One day a slip of paper containing the word bondmaid flutters beneath the table. She rescues the slip and, learning that the word means “slave girl,” begins to collect other words that have been discarded or neglected by the dictionary men.

As she grows up, Esme realizes that words and meanings relating to women’s and common folks’ experiences often go unrecorded. And so she begins in earnest to search out words for her own dictionary: the Dictionary of Lost Words. To do so she must leave the sheltered world of the university and venture out to meet the people whose words will fill those pages.

Set during the height of the women’s suffrage movement and with the Great War looming, The Dictionary of Lost Words reveals a lost narrative, hidden between the lines of a history written by men. Inspired by actual events, author Pip Williams has delved into the archives of the Oxford English Dictionary to tell this highly original story. The Dictionary of Lost Words is a delightful, lyrical, and deeply thought-provoking celebration of words and the power of language to shape the world.

WINNER OF THE AUSTRALIAN BOOK INDUSTRY AWARD


Here’s a few photos from along my pistol route:

07/11/23 Biking & Listening

Biking is something else I both love and hate. It takes a lot of effort but does provide good exercise and most days over an hour to listen to a good book or podcast. I especially like having ridden.

Here’s my bike, a Rockhopper by Specialized. I purchased it November 2021 from Venture Out in Guntersville; Mike is top notch! So is the bike, and the ‘old’ man seat I salvaged from an old Walmart bike.

Here’s a link to today’s bike ride.


Something to consider if you’re not already cycling.

I encourage you to start riding a bike, no matter your age. Check out these groups:

Cycling for those aged 70+(opens in a new tab)

Solitary Cycling(opens in a new tab)

Remember,

Photo by Suzy Hazelwood on Pexels.com

Here’s an episode from Sam Harris’ Making Sense podcast

Here’s the link from Spotify:


Here’s a novel I’m listening to: The Dictionary of Lost Words, by Pip Williams

I’m on my second listen, not sure exactly why.

Amazon abstract:

NEW YORK TIMES BESTSELLER • REESE’S BOOK CLUB PICK • “Delightful . . . [a] captivating and slyly subversive fictional paean to the real women whose work on the Oxford English Dictionary went largely unheralded.”—The New York Times Book Review

“A marvelous fiction about the power of language to elevate or repress.”—Geraldine Brooks, 
New York Times bestselling author of People of the Book

Esme is born into a world of words. Motherless and irrepressibly curious, she spends her childhood in the Scriptorium, an Oxford garden shed in which her father and a team of dedicated lexicographers are collecting words for the very first Oxford English Dictionary. Young Esme’s place is beneath the sorting table, unseen and unheard. One day a slip of paper containing the word bondmaid flutters beneath the table. She rescues the slip and, learning that the word means “slave girl,” begins to collect other words that have been discarded or neglected by the dictionary men.

As she grows up, Esme realizes that words and meanings relating to women’s and common folks’ experiences often go unrecorded. And so she begins in earnest to search out words for her own dictionary: the Dictionary of Lost Words. To do so she must leave the sheltered world of the university and venture out to meet the people whose words will fill those pages.

Set during the height of the women’s suffrage movement and with the Great War looming, The Dictionary of Lost Words reveals a lost narrative, hidden between the lines of a history written by men. Inspired by actual events, author Pip Williams has delved into the archives of the Oxford English Dictionary to tell this highly original story. The Dictionary of Lost Words is a delightful, lyrical, and deeply thought-provoking celebration of words and the power of language to shape the world.

WINNER OF THE AUSTRALIAN BOOK INDUSTRY AWARD


Here’s a few photos from along my pistol route:

07/10/23 Biking & Listening

Biking is something else I both love and hate. It takes a lot of effort but does provide good exercise and most days over an hour to listen to a good book or podcast. I especially like having ridden.

Here’s my bike, a Rockhopper by Specialized. I purchased it November 2021 from Venture Out in Guntersville; Mike is top notch! So is the bike, and the ‘old’ man seat I salvaged from an old Walmart bike.

Here’s a link to today’s bike ride.


Something to consider if you’re not already cycling.

I encourage you to start riding a bike, no matter your age. Check out these groups:

Cycling for those aged 70+(opens in a new tab)

Solitary Cycling(opens in a new tab)

Remember,

Photo by Suzy Hazelwood on Pexels.com

Here’s an episode from Sam Harris’ Making Sense podcast

Here’s the link from Spotify:

Here’s the link from Sam’s website.

Here’s a novel I’m listening to: The Dictionary of Lost Words, by Pip Williams

I’m on my second listen, not sure exactly why.

Amazon abstract:

NEW YORK TIMES BESTSELLER • REESE’S BOOK CLUB PICK • “Delightful . . . [a] captivating and slyly subversive fictional paean to the real women whose work on the Oxford English Dictionary went largely unheralded.”—The New York Times Book Review

“A marvelous fiction about the power of language to elevate or repress.”—Geraldine Brooks, 
New York Times bestselling author of People of the Book

Esme is born into a world of words. Motherless and irrepressibly curious, she spends her childhood in the Scriptorium, an Oxford garden shed in which her father and a team of dedicated lexicographers are collecting words for the very first Oxford English Dictionary. Young Esme’s place is beneath the sorting table, unseen and unheard. One day a slip of paper containing the word bondmaid flutters beneath the table. She rescues the slip and, learning that the word means “slave girl,” begins to collect other words that have been discarded or neglected by the dictionary men.

As she grows up, Esme realizes that words and meanings relating to women’s and common folks’ experiences often go unrecorded. And so she begins in earnest to search out words for her own dictionary: the Dictionary of Lost Words. To do so she must leave the sheltered world of the university and venture out to meet the people whose words will fill those pages.

Set during the height of the women’s suffrage movement and with the Great War looming, The Dictionary of Lost Words reveals a lost narrative, hidden between the lines of a history written by men. Inspired by actual events, author Pip Williams has delved into the archives of the Oxford English Dictionary to tell this highly original story. The Dictionary of Lost Words is a delightful, lyrical, and deeply thought-provoking celebration of words and the power of language to shape the world.

WINNER OF THE AUSTRALIAN BOOK INDUSTRY AWARD


Here’s a few photos from along my pistol route:

07/09/23 Biking & Listening

Biking is something else I both love and hate. It takes a lot of effort but does provide good exercise and most days over an hour to listen to a good book or podcast. I especially like having ridden.

Here’s my bike, a Rockhopper by Specialized. I purchased it November 2021 from Venture Out in Guntersville; Mike is top notch! So is the bike, and the ‘old’ man seat I salvaged from an old Walmart bike.

Here’s a link to today’s bike ride.


Something to consider if you’re not already cycling.

I encourage you to start riding a bike, no matter your age. Check out these groups:

Cycling for those aged 70+(opens in a new tab)

Solitary Cycling(opens in a new tab)

Remember,

Photo by Suzy Hazelwood on Pexels.com

Here’s an episode from Sam Harris’ Making Sense podcast

Here’s the link from Spotify:

Here’s the link from Sam’s website.

Here’s a novel I’m listening to: The Dictionary of Lost Words, by Pip Williams

I’m on my second listen, not sure exactly why.

Amazon abstract:

NEW YORK TIMES BESTSELLER • REESE’S BOOK CLUB PICK • “Delightful . . . [a] captivating and slyly subversive fictional paean to the real women whose work on the Oxford English Dictionary went largely unheralded.”—The New York Times Book Review

“A marvelous fiction about the power of language to elevate or repress.”—Geraldine Brooks, 
New York Times bestselling author of People of the Book

Esme is born into a world of words. Motherless and irrepressibly curious, she spends her childhood in the Scriptorium, an Oxford garden shed in which her father and a team of dedicated lexicographers are collecting words for the very first Oxford English Dictionary. Young Esme’s place is beneath the sorting table, unseen and unheard. One day a slip of paper containing the word bondmaid flutters beneath the table. She rescues the slip and, learning that the word means “slave girl,” begins to collect other words that have been discarded or neglected by the dictionary men.

As she grows up, Esme realizes that words and meanings relating to women’s and common folks’ experiences often go unrecorded. And so she begins in earnest to search out words for her own dictionary: the Dictionary of Lost Words. To do so she must leave the sheltered world of the university and venture out to meet the people whose words will fill those pages.

Set during the height of the women’s suffrage movement and with the Great War looming, The Dictionary of Lost Words reveals a lost narrative, hidden between the lines of a history written by men. Inspired by actual events, author Pip Williams has delved into the archives of the Oxford English Dictionary to tell this highly original story. The Dictionary of Lost Words is a delightful, lyrical, and deeply thought-provoking celebration of words and the power of language to shape the world.

WINNER OF THE AUSTRALIAN BOOK INDUSTRY AWARD


Here’s a few photos from along my pistol route:

07/08/23 Biking & Listening

Biking is something else I both love and hate. It takes a lot of effort but does provide good exercise and most days over an hour to listen to a good book or podcast. I especially like having ridden.

Here’s my bike, a Rockhopper by Specialized. I purchased it November 2021 from Venture Out in Guntersville; Mike is top notch! So is the bike, and the ‘old’ man seat I salvaged from an old Walmart bike.

Here’s a link to today’s bike ride.


Something to consider if you’re not already cycling.

I encourage you to start riding a bike, no matter your age. Check out these groups:

Cycling for those aged 70+(opens in a new tab)

Solitary Cycling(opens in a new tab)

Remember,

Photo by Suzy Hazelwood on Pexels.com

Here’s an episode from Sam Harris’ Making Sense podcast

Here’s the link from Spotify:

Here’s the link from Sam’s website.

Here’s a novel I’m listening to: The Dictionary of Lost Words, by Pip Williams

I’m on my second listen, not sure exactly why.

Amazon abstract:

NEW YORK TIMES BESTSELLER • REESE’S BOOK CLUB PICK • “Delightful . . . [a] captivating and slyly subversive fictional paean to the real women whose work on the Oxford English Dictionary went largely unheralded.”—The New York Times Book Review

“A marvelous fiction about the power of language to elevate or repress.”—Geraldine Brooks, 
New York Times bestselling author of People of the Book

Esme is born into a world of words. Motherless and irrepressibly curious, she spends her childhood in the Scriptorium, an Oxford garden shed in which her father and a team of dedicated lexicographers are collecting words for the very first Oxford English Dictionary. Young Esme’s place is beneath the sorting table, unseen and unheard. One day a slip of paper containing the word bondmaid flutters beneath the table. She rescues the slip and, learning that the word means “slave girl,” begins to collect other words that have been discarded or neglected by the dictionary men.

As she grows up, Esme realizes that words and meanings relating to women’s and common folks’ experiences often go unrecorded. And so she begins in earnest to search out words for her own dictionary: the Dictionary of Lost Words. To do so she must leave the sheltered world of the university and venture out to meet the people whose words will fill those pages.

Set during the height of the women’s suffrage movement and with the Great War looming, The Dictionary of Lost Words reveals a lost narrative, hidden between the lines of a history written by men. Inspired by actual events, author Pip Williams has delved into the archives of the Oxford English Dictionary to tell this highly original story. The Dictionary of Lost Words is a delightful, lyrical, and deeply thought-provoking celebration of words and the power of language to shape the world.

WINNER OF THE AUSTRALIAN BOOK INDUSTRY AWARD


Here’s a few photos from along my pistol route:

07/07/23 Biking & Listening

Biking is something else I both love and hate. It takes a lot of effort but does provide good exercise and most days over an hour to listen to a good book or podcast. I especially like having ridden.

Here’s my bike, a Rockhopper by Specialized. I purchased it November 2021 from Venture Out in Guntersville; Mike is top notch! So is the bike, and the ‘old’ man seat I salvaged from an old Walmart bike.

Here’s a link to today’s bike ride.


Something to consider if you’re not already cycling.

I encourage you to start riding a bike, no matter your age. Check out these groups:

Cycling for those aged 70+(opens in a new tab)

Solitary Cycling(opens in a new tab)

Remember,

Photo by Suzy Hazelwood on Pexels.com

Here’s an episode from Sam Harris’ Making Sense podcast

Here’s the link from Spotify:

Here’s the link from Sam’s website.

Here’s a novel I’m listening to: The Dictionary of Lost Words, by Pip Williams

I’m on my second listen, not sure exactly why.

Amazon abstract:

NEW YORK TIMES BESTSELLER • REESE’S BOOK CLUB PICK • “Delightful . . . [a] captivating and slyly subversive fictional paean to the real women whose work on the Oxford English Dictionary went largely unheralded.”—The New York Times Book Review

“A marvelous fiction about the power of language to elevate or repress.”—Geraldine Brooks, 
New York Times bestselling author of People of the Book

Esme is born into a world of words. Motherless and irrepressibly curious, she spends her childhood in the Scriptorium, an Oxford garden shed in which her father and a team of dedicated lexicographers are collecting words for the very first Oxford English Dictionary. Young Esme’s place is beneath the sorting table, unseen and unheard. One day a slip of paper containing the word bondmaid flutters beneath the table. She rescues the slip and, learning that the word means “slave girl,” begins to collect other words that have been discarded or neglected by the dictionary men.

As she grows up, Esme realizes that words and meanings relating to women’s and common folks’ experiences often go unrecorded. And so she begins in earnest to search out words for her own dictionary: the Dictionary of Lost Words. To do so she must leave the sheltered world of the university and venture out to meet the people whose words will fill those pages.

Set during the height of the women’s suffrage movement and with the Great War looming, The Dictionary of Lost Words reveals a lost narrative, hidden between the lines of a history written by men. Inspired by actual events, author Pip Williams has delved into the archives of the Oxford English Dictionary to tell this highly original story. The Dictionary of Lost Words is a delightful, lyrical, and deeply thought-provoking celebration of words and the power of language to shape the world.

WINNER OF THE AUSTRALIAN BOOK INDUSTRY AWARD


Here’s a few photos from along my pistol route:

Will evangelicals be fooled by the ‘He Gets Us’ campaign?

Here’s the link to this article.

Even in recruitment, the most important part of evangelicalism, hucksters don’t care if what they sell works—only that it works to sell.

Avatar photoby CAPTAIN CASSIDY

JUN 27, 2023

I hope evangelicals aren't getting too fooled by 'He Gets Us' campaign
Photo by Danting Zhu on Unsplash

Overview:

A hilariously bad article at Christianity Today lauds the supposed runaway success of ‘He Gets Us’ marketing campaign. We examine the article on its own merits, finding it completely lacking.

Diving deeper, we discover a potentially very dark and ominous evangelical hope that may explain why they’re willing to sink $1B into this pathetic turkey of a campaign over three years.

He Gets Us is a billion-dollar evangelical ad campaign that has been running nonstop on social media and television for about a year and a half. It undoubtedly pays the salaries of a great many artists, managers, and consultants—and, of course, the so-called ministers who scheme from the shadows behind it in their so-called “ministries.”

A recent story at Christianity Today extolled all the runaway successes of He Gets Us. But as I read, I noticed a curious absence of information. And then, my gaze swept up to the very top of the page—where I spotted something that suddenly made complete sense of what I was reading. Ah yes, I thought. Our old evangelical pal Self-Interest has come a-callin’. Again. H’ain’t he wore out his welcome yet?

He Gets Us creates success of a very different kind for evangelicals. And that success bodes very poorly for the rest of us. Let’s examine this story on its own merits, and then let’s dive beneath the surface to see what’s likely really going on.

(Author’s note: I use the term “heathens” to indicate non-Christians or lapsed Christians. The term also has a specific meaning of Germanic pagan reconstructionism, but that’s not what is meant here.)

Quick recap of the dire importance of recruitment in evangelicalism

For about five years, evangelicals have been pushing very hard on the flocks to do more recruitment. They call this personal evangelism, which is Christianese for person-to-person recruiting largely done by amateurs.

Personal evangelism is a bit like if a major fast food chain stopped running advertising, marketing, or publicity of any kind and instead relied solely on word of mouth from its current customers to get new ones. Except now they only sell bags of rocks painted to look like food. And everyone in the restaurant, from the manager down to the servers and the other customers, is rude. It wouldn’t take long for the restaurants’ personal evangelists to start getting the cold shoulder.

In response to these increased calls for personal evangelism, the flocks have nodded in agreement, smiled, and then almost completely ignored their Dear Leaders’ commands.

A long time ago, noted evangelical leader John Stott moved the evangelism goalpost to make things as easy as possible for the pew-warmers. Instead of scoring a recruit, now all he asked was for the flocks to at least make a recruiting attempt. He hoped that’d make the idea of personal evangelism less daunting to evangelicals.

But it didn’t help at all.

Evangelical pew-warmers do not want to recruit. They don’t like recruiting. It’s embarrassing, destroys their relationships and credibility, obviously violates others’ personal boundaries, and largely only results in rejection and worse. Moreover, there isn’t a thing their leaders can really do to them if they don’t do it. So they don’t do it.

(Related: Meet the Southern Baptists’ EVANGELISM TASK FORCEThe year when Southern Baptist leaders demanded one million baptismsThe “reset button” won’t make the flocks like evangelism.)

If evangelical leaders are correct, and personal evangelism is all that will save Christianity from its decline, they are in big trouble.

Quick recap of He Gets Us

He Gets Us is supposed to redeem evangelicals’ beyond-tainted brand. In marketing, a tainted brand is one that is mired in controversy and problems. Think like Bud Light in their latest fracas over Dylan Mulvaney. Months after the controversy began, the brand is still facing huge problems as their core consumer demographic continues to reject their product. Evangelicals are in that kind of situation with their own brand, except their decline has lasted longer, has more roots than just one social media post or stray comment by an executive insulting their core fanbase, and involves a whole lot more scandals and political control-grabs.

In the case of He Gets Us, the campaign consists of many millions of dollars’ worth of advertisements in prime media spots like the Super Bowl. These advertisements seek to present Jesus as a hip Zoomer/Millennial kinda guy who totally “gets” people today. Just like Zoomers/Millennials feel disaffected and lonely, he was too! Just like Zoomers/Millennials feel like the world is getting more hostile, he’s right there to tell them how to make it better! They wanna change the world? So does he! See, he gets them!

The campaign has three ostensible goals:

  1. As the campaign creator has said, “obviously” to persuade people to join Christianity (or become more active in it, if they’re inactive Christians)
  2. To raise interest in Jesus himself, apart from icky politics, which should make heathens more amenable to Christians’ recruitment attempts
  3. To get Christians to do good deeds for others to hopefully improve Christianity’s tattered reputation

The ‘Project Sparkle’ of Christianity

In a way, the campaign reminds me of one of my favorite Dilbert cartoons, “Project Sparkle.” In this 1997 cartoon, the Pointy-Haired Boss (PHB) makes an announcement:

He Gets Us displays the same kind of mismatched priorities. Nothing about He Gets Us actually tackles the reasons for Americans’ growing distrust and dislike of evangelicals: their ever-increasing politicization, their constant skewing ever-more-rightward, their belligerent bigotry, sexism, and racism, their hatred of the poor that Jesus told them to help, their utter hypocrisy regarding the selfsame rules they want to force the rest of us to follow, their wingnutty denial of science and reality, and their leaders’ constant abuse scandals.

Worse, most Americans probably have a decently-positive opinion of Jesus as a sort of Ultimate Good Guy of the Universe, though perhaps they shouldn’t, in my humble opinion. It’s hard even to fathom why anyone thought evangelicals needed an ad campaign about something most Americans probably already accept.

Also of note, He Gets Us operates a website that sends free stuff to Christians who claim to have done various good deeds for others. This stuff includes He Gets Us-branded hats, shirts, water bottles, and other such inexpensive goods. They don’t check up on whether or not the recipient has actually done whatever good deed is claimed.

One of the “payment” screens for free stuff from He Gets Us

On the site, interested parties can also connect with local churches and ministries, as well as chat with whoever the campaign has hired to hang out on the site for that purpose.

A glowing assessment of He Gets Us

At the time I spotted it, this Christianity Today story ran on its site’s front page. Its title makes it sound like quite an important story, too: “5 Critical Insights for Church Leaders: How the He Gets Us campaign is influencing culture and changing churches.”

Neato, I thought. Has someone finally released some actual meaningful research about this campaign’s effectiveness?

Because it’s been running for a year and change now. An evangelical group, The Servant Foundation, began it in March 2022. It even has its own Wikipedia page, which notes that the people behind the campaign intend to waste a mind-blowing one billion dollars US on it over three years. I’ve even written a few pieces about it.

From the get-go, the whole campaign sounded like a bunch of sinecures for a bunch of evangelicals—a way to get free money to waste on pet projects that would make evangelical big-money donors feel like they were truly advancing Jesus’ kingdom on Earth with their donations. Nobody even seemed to care that the campaign had no real measurable goals or even metrics for performance. So I was actually eager to dig into the story.

Then, I discovered that it was complete fluff. It talks a lot about the Super Bowl ad they ran, name-drops creepyineffectual Ed Stetzer as one of the campaign’s advisors, and then plunges into claims that the campaign has totally changed evangelical churches for the better.

Hilarious claims that do not connect with evidence in the least in He Gets Us story

To demonstrate the campaign’s effectiveness, the story tells us this:

He Gets Us certainly achieved its goal of sparking conversations about Jesus. By centering Jesus’ humanity, the ads prompted viewers to explore questions about his divinity. The result? Google searches for “Jesus” surpassed Christmastime searches and were on par with Easter, experiencing an increase of 1,200% or more. Prominent media outlets such as The Wall Street Journal and USA Today took notice of He Gets Us, amplifying the campaign’s message. The Super Bowl itself became the most-watched TV event in history, exposing approximately 115.1 million viewers to the ads that highlighted the importance of child-like faith and Jesus’ love for others, including our enemies.“Movement Making: 5 Key Takeaways from He Gets Us,” Christianity Today, archived June 7

Are they serious? They’re using Google searches for “Jesus” as the metric by which they are measuring their ad campaign’s success? And they’re using that as their metric in a year when a prominent Christian movie with the word “Jesus” in its title, Jesus Revolution, came out, along with various shows about Jesus like The Chosen and The Chosen One?

In fact, I did what the hucksters behind He Gets Us hoped nobody would do: I went to Google Trends to find out just what was going on with search terms. That’s when I found out that Ed Stetzer isn’t just creepy and completely ineffectual. He’s also a fibber. Here is the Google Trends report for searches for “Jesus” between Christmas 2022 and mid-April 2023 (Easter was on April 9th; the Super Bowl was on February 12th):

I see no real spike, particularly not one rivaling Christmas or Easter. Unsurprisingly, searches spiked hard on the former and way lots hard on the latter, but not much was going on for Super Bowl Sunday.

For kicks and giggles, I also ran a search for “Jesus” vs “He Gets Us” for the same period. I figured that if the ad campaign got a lot of attention it’d show up on searches as well:

It’s not surprising that a tiny bit of interest spiked around the time of the Super Bowl, but otherwise it hasn’t attracted much interest at all. That is likely how the donors to the campaign prefer it; they’ve remained largely anonymous.

Unfortunately for Ed Stetzer and his pals at He Gets Us, nobody can tell if the Super Bowl ads “prompted viewers to explore questions about [Jesus’] divinity,” any more than we can tell from searches of the term “Jesus” that people are exploring any specific traits of his.

It’s obvious that the campaign’s research team hasn’t explored such connections at all, or if they have that they found no connection. If they had and one existed, then they’d have told us all about it.

When evangelicals brag about evangelistic success, listen to what they do not say.

What He Gets Us marketers do not say (speaks volumes)

As just one example, consider this success claim in the story:

139 million Americans are now familiar with the campaign, and in that group, there has been a significant shift. After watching the ads, viewers are more likely to: see Jesus as a worthy example, agree that Jesus loves everyone, believe Jesus understands them, and express interest in reading about Jesus in the Bible.“Movement Making: 5 Key Takeaways from He Gets Us,” Christianity Today, archived June 7

Wow, that sounds impressive, right? But is it?

Super Bowl 2023 viewership numbers range from 115 million (Fox Sports) and 200 million (NFL.com). Anyone watching Super Bowl ads during the game would have seen the ad, of course, and a lot of people like watching the ads on their own anyway.

We don’t know how He Gets Us marketers know about this shift. We don’t know if the people involved were already Christian, or if they were heathens who were just wonderstruck by Jesus’ incredible Jesus Aura. The paragraph does not say that these respondents changed their minds about Jesus or that they’ve decided to start reading about him after never having read about him before. It only says they agree with those points. Existing Christians seem extremely likely to say all of that after viewing such ads.

In 2019, Pew Research estimated that there were roughly 167 million Christian adults in America. There also appears to be quite an overlap between football fans and evangelical Christians. Thus, a bunch of heathens were likely at no risk of seeing the ads in the first place.

The story does not specifically say that heathens saw or agreed with the ads. So we can assume they did not. Rather, the ads made existing Christians, particularly evangelical Christians, happy. But they already agree with the claims the campaign makes.

The 5 supposedly “critical” and “key takeaways” of the He Gets Us post

Again, listen for what is not being said in these takeaways.

1. People are open and hungry to learn about Jesus. The campaign has opened doors for important conversations, and church leaders need to be prepared to engage with curiosity and sensitivity.

Which people? And how exactly has the campaign opened those doors? How are those open doors manifesting?

2. The campaign is opening doors to a conversation, that Jesus followers need to be ready for. Church leaders and Jesus followers can engage with curiosity, sensitivity, and mindfulness of how they are representing Jesus.

It’d be nice if the post noted that a lot of those conversations will center around the campaign’s utterly ridiculous budget—and its backers’ active participation in the evangelical culture wars. A few months ago, Chrissy Stroop speculated that Zoomers would be asking some very pointed questions along those lines. I agree. Every sign points to Zoomers viewing evangelical bigotry and -isms with ever-increasing distrust and revulsion. This campaign looks like evangelicals are trying to sell young adults Good-Guy-Jesus to get them in the church doors, then bait-and-switching them with the reality of evangelical bigotry, authoritarianism, and cruelty-being-the-point.

Also: Scope the “Jesus followers” thing. That’s the ultra-hardcore TRUE CHRISTIAN™ way to call oneself a Christian.

3. The best conversations start simple – and include shared experiences. Effective conversations about Jesus don’t require theological expertise. Asking great questions allows for meaningful engagement.

That bit has the whiff of Ed Stetzer’s involvement. For years, he’s pushed for personal evangelism to start with bad-faith conversational openers that lead into unwanted sales pitches. Gen X and Millennials took a while to catch on to this predatory sales technique. However, Zoomers seem to understand it innately. It didn’t really work in previous generations, and it really doesn’t work now.

Also, evangelicals are largely incapable of having real conversations with anybody. They’re too authoritarian to allow for a genuine engagement of two-way information.

4. Think of the ads as part of your ministry strategy. The ads can be powerful tools for sermons, small groups, outreach training in today’s culture, and serve as a catalyst for prayer.

Translation: Please, for the love of tiny orange kittens, do something—ANYTHING—with our ad campaign!

More realistically, I suppose the ads “can be” all that. In reality, they are just rah-rah for existing Christians. They also have a much darker purpose that we’ll explore in a minute here.

5. Embrace your role in the movement. As leaders, pastors play a critical role in bringing the messages of He Gets Us to life by embodying Jesus’ love and reflecting it in their relationships.

Firstly, it’s not a “movement.” As we’ve already seen, it didn’t even budge the needle regarding Google searches for “Jesus.” This item sounds a lot like them pleading with pastors to please start pushing their ad campaign in church sermons and outreach efforts. And that makes me wonder just what pastors’ involvement rate is here. I bet it is abysmal. But of the ones who do participate, they’re feeding into that dark purpose I mentioned above.

He Gets Us has not actually helped evangelicals at all

Coming back to that “movement” claim, I’d like to know where this “movement” even is.

I watch evangelical news like a hawk. I’ve seen absolutely nothing about this “movement” anywhere. However much free swag the campaign is giving individuals, it hasn’t done a thing to help with recruitment. It doesn’t even appear to be a factor in improving the retention of existing evangelicals.

In addition, I’ve heard absolutely no conversion stories involving He Gets Us. Not one. Even Chick tracts, those pathetically oversimplified, offensive little cartoon booklets, have a few conversion stories attached to them. So do even those awful roadside billboards that hardline evangelicals and Catholics love to inflict on drivers. But after a year-and-three-months since this campaign began, I’ve yet to hear a single conversion story claiming to be the result of these ad spots.

For that matter, I haven’t even heard any evangelicals claim that the ads have had a marked effect on their own success in recruiting heathens. If these ads are sparking what they like to call gospel conversations, which is Christianese for any exchange of words that might one day eventually perhaps maybe lead to a recruiting attempt in some far-flung future multiverse version of our reality, then nobody’s reporting them to He Gets Us.

I’ve not even heard a word about all these supposed good deeds inspired by the ads, either. If some churches use the campaign as a ministry tactic, they’re being awfully quiet about it.

And now, the self-interest in the story

After I read those five key super-critical takeaways from He Gets Us, I shook my head in utter derision. And my gaze flitted up from there to the top of the page at Christianity Today. That’s when I spotted the detail that explained everything about this story:

PAID CONTENT FOR HE GETS US

And at the bottom of the story, a disavowal from Christianity Today:

The editorial staff of Christianity Today had no role in the creation of this content.

Right above that disavowal, He Gets Us links readers to three more paid advertising spots with other fake stories about their marketing campaign.

Of course. That’s why the story has no relation whatsoever to reality. It’s just wishful thinking from marketers who’ve sunk a whole lot of money into this utterly, spectacularly failed campaign.

This story, along with those other paid ad spots, is what the marketers behind He Gets Us really hope that evangelicals will think of their campaign. They hope with all their hearts that evangelicals think that He Gets Us is accomplishing the impossible: Making normies feel more warmly toward evangelicals, and making normies more open to evangelicals’ recruiting attempts.

These ad spots live up to their creators’ hype as poorly as apologetics books and evangelism how-to guides do.

Hucksters push He Gets Us to make sales to evangelical donors, not to viewers of the ads

But it doesn’t matter to the creators of He Gets Us if their ads do anything that they claim it does. Similarly, results don’t matter to the creators of apologetics hand-waving routines or failtastic evangelism guides.

All of these hucksters have already made their money from the one and only market they must reach.

For apologetics books and evangelism guides, that market is evangelical purchasers. Once an evangelical has purchased one of these products, its creator can leave with that person’s money. Heathen normies don’t pay those hucksters’ bills. Existing evangelicals do.

The campaign’s hucksters are saying the campaign will cost a billion dollars over three years. But their target market isn’t heathens. No, they aim instead for deep-pocketed evangelical donors.

All they need to do is make those donors think they’re getting their money’s worth, somehow.

Reforming evangelicals’ terrible reputation will require more than some small good deeds

By now, it almost seems pointless to say that He Gets Us is not going to reverse membership declines. That’s been obvious since its first day of existence. Nor will it boost Christianity’s credibility as an ideology, or even warm people to the notion of Christians as a group worth joining. Its claims of success seem to derive entirely from existing Christians.

The campaign particularly won’t improve evangelicals’ tainted brand in any way. The soft-focus Ultimate-Good-Guy Peacemaker Wise-Outcast Poor-Folks-Loving Jesus that these ads peddle is one that evangelicals themselves already reject out of hand.

Nor will a few good deeds redeem evangelicals’ reputation as a group. The campaign’s creators clearly want heathens to see those good deeds as part of evangelicals’ Jesus Aura. Evangelicals push this imaginary association constantly. They desperately want heathens to see Jesus’ love shining out of their behavior and outlook. They’ve been trying to figure out a way to make it happen since I myself was Pentecostal in the late 1980s and mid-1990s.

And they’ve always completely failed because evangelical hype about themselves collides so consistently and catastrophically with evangelicals’ actual behavior.

A billion dollars, though, is a ton of money for a project that seems doomed to absolute failure. So maybe something else is going on here.

Why He Gets Us matters to the rest of us

Up until now, we’ve largely considered He Gets Us on its own terms, as if we took its central premises seriously.

But He Gets Us is like a malevolent iceberg of dark motivations. When we dive beneath its surface to view its underside, we can understand why it matters enormously to the rest of us.

First and most importantly, money is a nonrenewable asset. The billion dollars evangelicals will eventually pump into He Gets Us isn’t going directly into their ongoing, nonstop culture wars and attempts to seize temporal power in America. Politicians and political campaigns cost money. Funding groups to sneak indoctrination into public schools costs money. This is wasted, useless money going straight into some scheming, grifting evangelicals’ pockets.

I don’t think evangelicals are absolutely blithering stupid. They wouldn’t be spending that kind of cash without some kind of goal. Their endgame is always going to be grabbing back their lost temporal power and cultural dominance. Eventually, I believe that those evangelicals will plunge whatever they get from He Gets Us into politics. The evangelicals running He Gets Us already use part of their donations to fund their other political and culture-war endeavors.

As well, the money appears to be going into a few key so-called ministries designed to lure in curious internet explorers. Once they sign up for the campaign’s various websites and engage with them, the sites capture their information, develop marketing profiles for them, and funnel their findings to several marketing ministries. Once those ministries have enough of that information, then the people behind He Gets Us will be better primed to fling marketing nonstop at those people.

The explanation that snaps everything into place

And suddenly, we understand exactly why the campaign gives away all that free swag. That’s how they get users’ addresses, email and social media profile names, and other personally-identifiable information. Remember: If you’re on a site that is free to use, particularly one offering free services to you, then you are not the customer of that site. You—and your precious personal information—are the product the site is selling to their real customers.

He Gets Us isn’t just some touchy-feely, lovey-dovey uwu marketing campaign aimed at promoting Sweet Li’l Jesus the Divine Cuddlebug. It looks a lot more like evangelicals’ latest attempt to regain what they have lost. Don’t be fooled by its hype. Don’t buy in, and definitely don’t engage with the campaign’s websites.

That goes double if you’re Christian or at all alarmed by evangelical shenanigans.