Marketing Martyrdom to Teens

Merchandisers not only are banking on teenagers believing in God, but also on their desire to buy the T-shirt, do the Bible study, and wear the bracelet.

After the tragic shootings at Columbine High School in Colorado and Wedgwood Baptist Church in Texas, martyrdom is becoming a common theme for youth pastors and a business opportunity for retailers.

“We quickly realized there was something in this event that young people were drawn to,” says Jason Janz, a youth pastor at South Sheridan Baptist Church in Denver.

To inspire kids with Cassie Bernall’s proclamation of faith, Janz worked out an endorsement agreement with Bernall’s parents for a line of “Yes, I Believe” merchandise that includes bracelets, hats, T-shirts, and a testimonial video. A Web site (www.yesibelieve.com) allows visitors to register for Bible study, purchase materials, and chat with other teenagers about Bernall’s example.

Janz also got the permission of Bernall’s parents to write a play and a Bible study based on her life. And She Said Yes: The Unlikely Martyrdom of Cassie Bernall, written by her mother Misty, has stayed on bestseller lists since its October debut.

A percentage of the proceeds from all “Yes, I Believe” merchandise goes to the Cassie Bernall Foundation, which will fund ministry in North America and other countries. One of the first projects supported by the foundation will be the construction of an orphanage and up to 20 homes in Honduras.

Family Christian Book stores also believes Bernall’s story will help move merchandise. In its catalogs and stores the company promotes a similar line of necklaces, key chains, mugs, books, and even a CD, packaged with the well-known phrase, “Yes, I Believe in God,” boldly lettered in red, white, and blue.

The Center for Reclaiming America has developed a program, titled “Yes, I Believe in God,” that encourages students to share their faith in public schools. The program kit includes a T-shirt with a list of student freedoms (including the freedom to bring your Bible to school, to speak openly about your faith, and to wear religious symbols and jewelry), a New Testament, book covers bearing the Ten Commandments, and a “Yes, I Believe in God” bracelet.

Christian artists are also holding up examples of martyrdom. dc Talk, a Christian music group, recently repackaged Foxe’s Book of Martyrs for a new generation, calling suffering saints “the ultimate Jesus Freaks” (see “Elegy for a Jesus Freak,” p. 88).

Singer Steven Curtis Chapman helped create a video program after the fatal shootings that took place at his alma mater—Heath High School in Paducah, Kentucky—in 1998. That program helps teenagers share their faith and recognize violent warning signs in their peers. It is crucial to remind youth that Christians do not live or grieve like people without hope, Chapman says.

But it is also important to guard against the commercialization of faith, says William D. Romanowski, professor of communication arts and sciences at Calvin College. “In some ways, wearing religious paraphernalia is hardly different from wearing brand-name clothing,” says Romanowski, author of Pop Culture Wars: Religion and the Role of Entertainment in American Life. “Both tend to foster a consumer-oriented identity in which purchasing is like an act of faith. Wearing a clothing item that advertises a religious theme can easily be confused with, or even substituted for, genuine belief.”

Copyright © 1999 Christianity Today. Click for reprint information.

Also in this issue

Where Would Civilization Be Without Christianity? Over the past 2,000 years, the gospel has transformed countless lives. Likewise, Christian ideas have shaped cultures. At this turn of the millennium, what contributions to civilization should we celebrate?

Cover Story

Where Would Civilization Be Without Christianity? The Gift of Mission

Cover Story

Where Would Civilization Be Without Christianity? The Gift of Humility

Cover Story

Where Would Civilization Be Without Christianity? The Gift of Literacy

Cover Story

Where Would Civilization Be Without Christianity? The Gift of Science

Cover Story

Where Would Civilization Be Without Christianity? The Gift of Dignity

Elegy for a Jesus Freak

Reflections on Christmas

No Room in the Womb?

Why We Still Need Moody

Fatherhood on the Rebound

Meditations: Drive-Through Christmas

Cassie Said Yes, They Say No

Dispatch From Sierra Leone: Suckled on Gunpowder

Is Christmas Pagan?

The Abortion Debate Is Over

Redeeming Fire

Making Room for God

Ending Hunger in Our Lifetime

New & Noteworthy: Church History

Doctor’s Orders

Ban May Go to Supreme Court

JESUS Film Debuts on DVD

In Brief: December 06, 1999

Feed the Children Battles Controversy

Court Upholds Video Poker Ban

Violence Mars Bonnke's Revival

Arrested Christians Face Deportation

In Brief: December 06, 1999

Hindus Protest Papal Visit

First United Nations 'Spiritual Summit' Planned

Wire Story

Plans for Meeting Between Baptist Jewish Heads Called Off

Wire Story

Homosexuality: Falwell Tames His Tongue

Wire Story

Christians Protest Proposed Mosque

Moscow Meeting Eases Russia's Interchurch Tensions

The Grove Press Bible

Positive About Potter

Lord's Prayer a Musical Hit in United Kingdom

Jailed Sudanese Priests Reject presidential Amnesty

Two Major Philippine Churches Sign Agreement for Closer Links

Leading German Bishop Says Church Will Bow to Rome in Abortion Controversy

Tashkent Christian Threatened with Two-Year Prison Term

New Delhi Center Dedicated to Princess Di's Wish to End 'Stigma' of Leprosy

Homosexual Group Institutes Award for Straight Religious Leaders

Amassed Media: Evolution Wars

Wire Story

Ministries Intensify As East Timorese Refugee Camps Grow

Jerusalem's Church Leaders Usher in Millennium Celebrations

Help Us Develop Our Souls Mandela Tells World Religious Leaders

Australian Church Agrees to Run Controversial Room for Injecting Drugs

Leading Catholic Theologian Outlines His Vision of Next Pope

Campbell Remains Optimistic As She Looks to Life After the NCC

Amassed Media: God Bless America's Candidates

One Denomination at Its Best and Worst

Letters

Ned Graham’s Woes Shake East Gates

Texas Southern Baptists: Submission Rejected

Brazil: Scholars Debate Mission Methods

Alabama: An Education Gamble

Buddhism: Spirituality Without Religion

Editorial

More of the Same

View issue

Our Latest

Taylor Swift Makes Showgirls of Us All

Something compels us to perform our relationship with the pop star’s music. Maybe that’s her secret to success.

Public Theology Project

The Loss of One Forgotten Virtue Could Destroy the Country

We’ve all become numb to this unserious, trivializing age.

News

Amid Floods and Heat Waves, Indian Church Fights Climate Change

Christ Church in Kerala tends to its garden while helping its parishioners and neighbors live sustainably.

A Civil War of Words

Evangelical factions can increasingly be identified by our speech. We agree on big issues yet insult and talk past each other.

The Manosphere Gets Discipline Right and Dependence Wrong

Young men are right to want agency, clarity, and strength. But grit alone cannot carry them.

The Russell Moore Show

Benjamin Watson and Russell Moore on The Just Life

Christian justice, gospel-centered living, and faithful action

Is a Ban on Conversion Therapy Constitutional?

In her Supreme Court challenge, evangelical therapist Kaley Chiles calls the Colorado law a violation of her free speech.

Wire Story

Tony Evans Will No Longer Pastor Dallas Megachurch After Restoration

Oak Cliff Bible Fellowship announced that its pastor of 48 years won’t return to leadership. The church expects son Jonathan Evans to succeed him.

Apple PodcastsDown ArrowDown ArrowDown Arrowarrow_left_altLeft ArrowLeft ArrowRight ArrowRight ArrowRight Arrowarrow_up_altUp ArrowUp ArrowAvailable at Amazoncaret-downCloseCloseEmailEmailExpandExpandExternalExternalFacebookfacebook-squareGiftGiftGooglegoogleGoogle KeephamburgerInstagraminstagram-squareLinkLinklinkedin-squareListenListenListenChristianity TodayCT Creative Studio Logologo_orgMegaphoneMenuMenupausePinterestPlayPlayPocketPodcastRSSRSSSaveSaveSaveSearchSearchsearchSpotifyStitcherTelegramTable of ContentsTable of Contentstwitter-squareWhatsAppXYouTubeYouTube