When I was at Wheaton, a story (possibly apocryphal) circulated
about a student who had been expelled a couple years earlier for celebrating a
mock Eucharist on the quad, in which he faux-consecrated donuts and beer.
The United Church of Christ, a budget-struggling mainline denomination often confused with a similarly named church, felt that only a bold regional and national TV ad campaign costing $1.7 million might rescue it from public anonymity.
Taking a cue from the United Methodists and other media-savvy denominations, the United Church of Christ will spend $1.3 million for a trial television ad campaign in six metropolitan areas through Easter in hopes of gaining some visibility.