Most everyone who has spent some time in the United States is familiar with the Christian advertising adorning our roadsides and street corners. “Turn to Jesus,” one may find at a bend in the road. “Jesus offers PEACE, HOPE, REST!” says another, and. “After you die, you will meet God.” Then, there are some of the more extreme examples: “turn or burn,” “lust drags you down to hell,” and “every knee will bow, even the Democrats.” What should we as Christians make of these signs?
Let’s first take it at the most basic level: signs with Bible verses, or ones like “Turn to Jesus,” or “Jesus is the only way.” Are they really helpful? Some would say yes. For one, people who make regular commutes often see the same billboard over and over, so even some who are more closed off to hearing about Jesus will be reminded of Him every time they pass the sign.
Since it is God who ultimately works in people’s hearts, not us, who knows what God might do through something as simple as a billboard or sign? Billboardevangelism.com (yes, that’s a thing) reports 338 average calls per day by people who see their billboards and want to follow up. Roughly 15.2 million people, they calculated, see their signs every day.
At the same time, billboard “evangelism” sometimes hurts more than it helps. Signs don’t always give enough context, so who’s to say that a person who’s not a Christian, for example, wouldn’t look at a “turn to Jesus'' sign and think, not of Christianity, but of something more along the lines of a health and wealth gospel or even a Jehovah’s Witness mentality? Moreover, while we should never dilute the Gospel, humility is also important, and we are all just as in need of God’s grace as the next person. The focus should always be God, not us, and signs like “turn or burn'' or “every knee will bow, even the Democrats/Republicans,” may be missing the point, to say the least.
Besides, renting even one medium-sized poster in Chattanooga would cost $700-$3,000 a month, according to billboardsin.com, instead of paying that much for a short phrase that may or may not be effective, what if that same amount of money was used to support overseas missionaries who dedicate their lives to spreading the Gospel in places where it has never been heard before? Or what if the money was used to distribute free Bibles? Or for standing beside people in their immediate needs, like hunger or medical issues, all the while building personal relationships, sharing the love of Jesus and growing together as people equally in need of God’s grace?
Maybe billboard evangelism could be effective. Maybe there are more effective ways to spend our money for the glory and honor of Christ. Is there a correct answer? People tend to have drastically different opinions on the subject, and a decent case could be made for both sides. The question is: what do you think?