Protestant Church "The Baptism Letter"

5,000 families belonging to the Frankfurt Protestant community have children under the age of 12 who have not yet been baptised. The reasons for this are very diverse. How can they manage to get these young and adult family members alike to think about baptism – and do it in a way that makes them curious and serves as an invitation to dialogue? The act of baptism and the metamorphosis enacted by water thus become tangible for parents and children alike in an effortless, playful way. They sent out a letter made from special paper. As soon as the paper is submerged in water, their message appears. The Baptism Letter has become the topic of conversation and has led to controversial discussions within the community as well as across all church bodies. Within a very short period of time, a lively dialogue has developed which has moved baptism once again into the centre of interest for the church’s community activities – a complete success.

Agency: Ogilvy Frankfurt, Germany.