London, England - A new advertising campaign promoting a less "churchy" Church of England has been unveiled.
A poster reading 'Why go to India to find yourself? You might be just round the corner'
The new posters adopt a 'modern tone'
The campaign was not commissioned by the church, but the advertising agency behind it are hoping the campaign's humour and modern tone will win the hearts of the religious establishment.
The posters, which are black and white with a minimalist look, were designed by agency Fallon, who helped reinvent Skoda cars.
One slogan reads: "The Church. Provider of judo lessons, antique sales, playgroups, ballet lesson, school discos, flower arranging classes, theatre clubs, and, oh yes, church."
Another poster reads: "Church. It isn't as churchy as you think."
Chris Kay, new business director at Fallon, said the Church of England was welcome to use the posters even though it had not commissioned them.
"We have not had a definite no from the Church of England," Mr Kay said. "We sent the adverts to 50 Bishops and we've had 15 replies. They have all been quite positive. One put the posters up in his office."
Fallon was asked to think of ways of encouraging more people to attend church as part of the Channel Five series Don't Get Me Started.
The adverts represent a move away from previous campaigns which have being criticised for being embarrassingly trendy or provocative.