While writing Getting the Word Out, I was reminded of The Gospel Blimp, a parable by Joseph Bayly, published along with some other stories in 1960. B. Nathaniel Sullivan has written a 2-page summary which starts:

George and Ethel were especially concerned about their next-door neighbors, whom they knew were not Christians. The idea of the Gospel Blimp was brought up soon after a plane flew overhead. They use blimps in advertising, so why couldn’t a blimp be used to spread the good news about Jesus Christ? It sounded like a great idea! Signs with Scripture verses on them would trail the blimp (everyone would see them), gospel tracts would be dropped all over the city (who wouldn’t read these if they fell down from the sky?), and, as it turned out later, a public address system would be added (no one would be able to avoid hearing the good news about Jesus). All of this would require a great deal of planning and effort, but it would be worth it. After all, what better way was there to show the Griscom’s next-door neighbors how to become Christians?

You can see where this is going to go, can’t you? George and Ethel’s neighbors did become Christians, but not because of the Gospel Blimp. The story ends this way, as captured in the summary:

Well, after George stopped attending the [Blimp] board meetings, he and Ethel took a personal interest in their neighbors. George went on fishing trips with his neighbor, and when his wife was sick and in the hospital, Ethel came and visited her often and did everything she could to help. Because the Griscom’s next-door neighbors saw Christ in Ethel and George, they wanted what they saw. And so they came to Christ. The group invited the neighbor to help with the blimp, but he couldn’t. The next day he and George were going bowling with the fellow who lived across the street.

As we wrote yesterday, and as Seth Godin suggested, people are reached, not by fancy advertising or big events, but by word of mouth. The good news is, that’s more effective and less expensive! (By the way, The Gospel Blimp was made into a 37-minute movie in 1967. )

I also thought of The Gospel Blimp when Passion of the Christ came out in the early 2000s. It’s a powerful movie, no question, but did thousands of people become Christians after seeing it? Not that I’ve heard. I was on staff of a large church, and we rented a storefront near the theater where it was showing so we could counsel those who might want to become believers. I don’t know that anyone came. Mass media is not a substitute for our daily interactions with our neighbors. I speak to myself.

You are the salt of the earth, but if salt has lost its taste, how shall its saltiness be restored? It is no longer good for anything except to be thrown out and trampled under people’s feet. “You are the light of the world. A city set on a hill cannot be hidden. Nor do people light a lamp and put it under a basket, but on a stand, and it gives light to all in the house. In the same way, let your light shine before others, so that they may see your good works and give glory to your Father who is in heaven. (Matthew 5.13 – 16, ESV)