The Catholic Church has faced many obstacles to spreading the word in its 2000-year history, but advertising agencies in 21st century Melbourne was not one it anticipated.
Slogans such as "Don't look down, look up" and "Talk to the Boss online every day" are too controversial, even illegal, Father Michael Kelly has been told.
His bid to publicise a new church website in the CBD and outdoor railway sites has been refused by agencies due to stringent rules that apparently forbid any form of religious advertising.
"This is outrageous," Father Kelly, chief executive of Church Resources, said yesterday. "How can contracts discriminate on the basis of religion? And I know it's not true because I've been on railway stations and seen ads for the Mormons and the Bible Society."
The Catholic Church has hired the advertising agency Nitro Group to run its www.pray.com.au campaign.
Nitro Group approached media agencies Buspak, Adshel and Australian Posters, but has struggled to find media space in the CBD.
Buspak accepted the ads for use on taxis, but Adshel and Australian Posters said their contracts meant they were unable to consider "any political, racist or religious advertising". Australian Posters sales co-ordinator Cameron Bloomfield sent Nitro an email saying: "I'm sorry to inform you that there is to be no political, spiritual or religious advertising on rail networks within Australia."
Adshel commercial manager Shane Watkins sent a similar email, saying: "As discussed, due to the nature of our contracts, Adshel is unable to consider any political, racist or religious advertising."
Yesterday an Australian Posters executive explained it was entirely the policy of the rail network. Victrack, which represents the rail companies, said it was a matter for the individual companies. M>Train spokeswoman Simone Gandur said the company left control of advertisements to Australian Posters. But she said later that the company had reviewed the contract with Australian Posters, that there was nothing in it to preclude the website ads, and that Australian Posters would be contacted last night to tell them so.
If the ban persists, Father Kelly said, he would take legal advice because it was "clearly in contravention of the Anti-Discrimination Act".
The website, to be launched on March 22, will allow users to receive or send prayers and gospel readings by email.