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The Good Neighbors

Traditional Case Study

The Good Neighbors were a group of citizens in Fairfax County who were opposed to the development of a McLean Bible mega church on their doorstep. Feeling that the Church had misled them with regard to its development plans, The Good Neighbors launched an advertising campaign in the local media to highlight the issues and pressurize Fairfax County Authorities to deny planning and building permission. Under the campaign theme "McLean Bible Church, It's Time to Practice What You Preach", a series of print ads were created using biblical analogies and illustrations from old bibles to hammer home key messages. The ads ran in relevant local media and ensured that on the first, second, third fourth, fifth, sixth and seventh days, McLean Bible Church got no rest — from publicity regarding its broken promises and plans, at the very least.

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