Problem:
TIME Magazine published a story, (September, 2006) entitled, “Does God Want You To Be Rich?”  This “objective” article appeared to paint a picture of prosperity preachers with a broad brush.  Dr. Creflo Dollar, founder and senior pastor of mega-church, World Changers Church International, felt it was necessary to rebut the article and define his ministry and his personal interpretation of prosperity.

Solution:
He asked Affiliated Media Group to produce a special broadcast program that would clearly present his definition of prosperity and reveal who he is, in and out of the pulpit.  We felt it was necessary to produce a program that resembled a primetime, news magazine program.  It would ask the tough questions and require Dr. Creflo Dollar to respond.  The content would have an “all-access, documentary” feel to it.  He chose the title, “Does God Want You To Be Poor?” as a direct response to TIME Magazine’s article.

It was important to stay away from the traditional paid programming content that is predictable when featuring ministries.  Therefore, we decided not to air any promotional commercials or fund-raising spots in the program.

The result was a provocative program that presented Dr. Creflo Dollar in a way he has never been seen, from his early morning exercise workouts, executive meetings, visits to early childhood places, and family dinner.

The program also welcomed and featured prominent scholars, ministers, and advocates from a variety of backgrounds that offered their own position on prosperity.  The program hit the streets to record comments from people who added their personal beliefs on the subject.

The program aired in both a one-hour and a half-hour version on national cable networks and broadcast stations.  The result was a clear presentation of Dr. Creflo Dollar’s personal beliefs and his remarkable worldwide ministry.

The program was an example of how special broadcast programming can be produced to define and position a ministry.  The program was later packaged for direct delivery to media outlets, members and ministry outreach.