Anti-hijacking signs have recently taken on a new role in Johannesburg and Pretoria. Erected by local government to make motorists more aware of their surroundings in hijacking 'hotspots', the ONE Gospel Channel is now using these signs in its latest advertising campaign. By placing an additional sign just underneath the standard anti-hijack message, the DStv channel is using certain on- and off-ramps to remind motorists to 'Get to know Him before you need Him'.

Conceptualised by Ogilvy Johannesburg and executed by the JB Media Connection, ONE Gospel’s campaign has been designed to remind DStv subscribers that they can possibly tune in far better 'upstairs' if they tune in 'downstairs' – to channel 331.

“Our tagline draws on the universal human truth that we generally only turn to God or rediscover our faith in the midst of a crisis,” explains Abe Sibiya, head of ONE Gospel. “Our goal with this campaign was to connect with subscribers and potential subscribers in areas where many people have found themselves ‘saying their prayers’, and encourage them not to wait until the last minute to start a relationship with God.”

While ONE Gospel has already proved very popular among DStv’s Premium and Compact subscribers, Sibiya says that the channel’s goal is to spread its message into even more homes across the continent – starting with this campaign.

“One Gospel showcases gospel music videos and messages throughout Africa 24/7. Its appeal is thanks to a diverse programme line-up which speaks to Christians of various denominations. We’re hoping that this campaign will encourage motorists who see our signs to literally ‘see the sign’ and make more of an effort to get to know God.”

So, if you’re a DStv subscriber looking for something a little different, why not tune into channel 331 the next time you sit down to watch TV? With a bumper line-up of music, live interviews and church services, you’re sure to find all the motivation you require to 'get to know Him before you need Him'…