In an effort to connect with teens struggling with anxiety, depression and other emotional challenges, the Christian ministry Groundwire is trying to attract them through a series of ads airing on youth-oriented cable and radio stations.
The ads air on such channels as MTV, VH1, Comedy Central and Cartoon Network’s Adult Swim block of programming, as well as hip-hop stations in major urban centers. Groundwire says its “targeted, authentic and well-produced commercials are grabbing the attention of teens by the millions,” with each directing listeners or viewers to Groundwire’s website (Groundwire.net). Once there, they can talk with a spiritual coach or peruse the organization’s wealth of material from daily devotionals to podcasts.
Groundwire founder Sean Dunn says the ministry is very much needed among today’s youth. “Eighty-six percent of teens today believe in God, but don’t believe God is loving,” he says. “Even fewer believe they are lovable. What would happen if those teens truly understood God’s purpose for their lives and the hope and meaning He offers each one?”
Dunn hopes to expand Groundwire’s reach to 20 million radio listeners and 40 percent of U.S. television households in the near future. He also hopes that soon, they’ll be able to reach needy youth in other languages.
