marketing

Catholic experts say new AI ‘Friend’ device undermines real relationships #Catholic A commuter waits at the Westchester/Veterans Metro K Line station on Thursday, Oct. 2, 2025, in Los Angeles. / Credit: Carlin Stiehl/Los Angeles Times via Getty Images Washington, D.C. Newsroom, Oct 21, 2025 / 07:00 am (CNA). A controversial ad campaign posted in the New York City subway system has sparked criticism and vandalism over the past few weeks. The print ads are selling an AI companion necklace called “Friend” that promises to be “someone who listens, responds, and supports.”The device first launched in 2024, retailing at 9. It is designed to listen to conversations, process the information, and send responses to the user’s phone via a connected app. While users can tap the disc’s button to prompt an immediate response, the product will also send unprompted texts. The device’s microphones don’t offer an off switch, so it is constantly listening and sending messages based on conversations it picks up.CNA did not receive a response to a question from Friend.com about the success of its subway ad campaign and how many people are currently using the devices, but Sister Nancy Usselmann, FSP, director of the Daughters of St. Paul’s Pauline Media Studies who also studies AI, told CNA that “people are turning to AI for companionship because they find human relationships too complicated.” But “without that complicatedness, we cannot grow to become the best that we can be. We remain stagnant or selfish, which is a miserable existence,” she said.Creating ‘Friend’ amid loneliness epidemic Avi Schiffmann, the 22-year-old who started Friend.com, was a Harvard student before leaving school to focus on a number of projects. At 18, he created a website that tracked early COVID-19 data from Chinese health department sources. In 2022, he built another website that matched Ukrainian refugees with hosts around the world to help them find places to stay. He then founded Friend and now serves as the company’s CEO. Schiffmann and his company first turned heads when an eerie video announcing the new gadget was released in July 2024. The advertisement featured four different individuals interacting with their “friends.” One woman takes a hike with her pendant, while another watches a movie with hers. A man gets a text from his “friend” while playing video games with his human friends. He first appears to be sad and lonely around his friends, until his AI “friend” texts him, which appears to put him at ease.The marketing video ends with a young man and woman spending time together as the woman discusses how she has only ever brought “her” to where they are hanging out, referencing her AI gadget. “It’s so strange because it’s awkward to have an AI in between a human friendship,” Usselmann said about the video ad. Hundreds took to the comments section of the YouTube video to respond — mostly negatively — to both the Friend.com ads and the technology. Commentators called out the company for capitalizing on loneliness and depression. One user even called the video “the most dystopian advertisement” he had ever seen, and others wrote the video felt like a “horror film.”“While its creators might have good intentions to bring more people the joys of companionship, they are misguided in trying to achieve this through a digital simulacrum,” Father Michael Baggot, LC, professor of bioethics at the Pontifical Athenaeum Regina Apostolorum in Rome, told CNA.The device “suffers from a misnomer, since authentic friendship involves an interpersonal relationship of mutual support,” said Baggot, who studies AI chatbots and works on the development of the Catholic AI platform Magisterium AI. “The product risks both worsening the loneliness epidemic by isolating users from others and undermining genuine solitude by intruding on quiet moments with constant notifications and surveillance. Friend commodities connection and may exploit human emotional vulnerabilities for profit,” he said, adding: “It might encourage users to avoid the challenging task of building real relationships with people and encourage them to settle for the easily controllable substitute.” Usselmann agreed. “Only by reaching out in genuine compassion and care can another person who feels lonely realize that they matter to someone else,” she said. “We need to get to know our neighbors and not remain so self-centered in our apartments, neighborhoods, communities, or places of work.”AI device ad campaign causes stirIn a post to social media platform X on Sept. 25, Schiffmann announced the launch of the subway ad campaign. The post has more than 25 million views and nearly 1,000 comments criticizing the pendant and campaign — and some commending them.Dozens of the ads have since been torn up and written on. People have posted images to social media of the vandalized ads with messages about the surveillance dangers and the general threats of chatbots. One urged the company to “stop profiting off of loneliness,” while another had “AI is not your friend” written on it.One person added to the definition of “friend,” writing it is also a “living being.” It also had the message: “Don’t use AI to cure your loneliness. Reach out into the world!”Usselmann said the particular issue with the campaign and device is “the tech world assuming certain words and giving them different connotations.” “A ‘friend’ is someone with whom you have a bond based on mutual affection,” she said. “A machine does not have real affection because it cannot love. It does not have a spiritual soul from which intellect, moral agency, and love stem.”She continued: “And from a Christian understanding, a friend is someone who exhibits sacrificial love, who supports through the ups and downs of life, and who offers spiritual encouragement and forgiveness. An AI ‘friend’ can do none of those things.”
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Catholic experts say new AI ‘Friend’ device undermines real relationships #Catholic A commuter waits at the Westchester/Veterans Metro K Line station on Thursday, Oct. 2, 2025, in Los Angeles. / Credit: Carlin Stiehl/Los Angeles Times via Getty Images Washington, D.C. Newsroom, Oct 21, 2025 / 07:00 am (CNA). A controversial ad campaign posted in the New York City subway system has sparked criticism and vandalism over the past few weeks. The print ads are selling an AI companion necklace called “Friend” that promises to be “someone who listens, responds, and supports.”The device first launched in 2024, retailing at $129. It is designed to listen to conversations, process the information, and send responses to the user’s phone via a connected app. While users can tap the disc’s button to prompt an immediate response, the product will also send unprompted texts. The device’s microphones don’t offer an off switch, so it is constantly listening and sending messages based on conversations it picks up.CNA did not receive a response to a question from Friend.com about the success of its subway ad campaign and how many people are currently using the devices, but Sister Nancy Usselmann, FSP, director of the Daughters of St. Paul’s Pauline Media Studies who also studies AI, told CNA that “people are turning to AI for companionship because they find human relationships too complicated.” But “without that complicatedness, we cannot grow to become the best that we can be. We remain stagnant or selfish, which is a miserable existence,” she said.Creating ‘Friend’ amid loneliness epidemic Avi Schiffmann, the 22-year-old who started Friend.com, was a Harvard student before leaving school to focus on a number of projects. At 18, he created a website that tracked early COVID-19 data from Chinese health department sources. In 2022, he built another website that matched Ukrainian refugees with hosts around the world to help them find places to stay. He then founded Friend and now serves as the company’s CEO. Schiffmann and his company first turned heads when an eerie video announcing the new gadget was released in July 2024. The advertisement featured four different individuals interacting with their “friends.” One woman takes a hike with her pendant, while another watches a movie with hers. A man gets a text from his “friend” while playing video games with his human friends. He first appears to be sad and lonely around his friends, until his AI “friend” texts him, which appears to put him at ease.The marketing video ends with a young man and woman spending time together as the woman discusses how she has only ever brought “her” to where they are hanging out, referencing her AI gadget. “It’s so strange because it’s awkward to have an AI in between a human friendship,” Usselmann said about the video ad. Hundreds took to the comments section of the YouTube video to respond — mostly negatively — to both the Friend.com ads and the technology. Commentators called out the company for capitalizing on loneliness and depression. One user even called the video “the most dystopian advertisement” he had ever seen, and others wrote the video felt like a “horror film.”“While its creators might have good intentions to bring more people the joys of companionship, they are misguided in trying to achieve this through a digital simulacrum,” Father Michael Baggot, LC, professor of bioethics at the Pontifical Athenaeum Regina Apostolorum in Rome, told CNA.The device “suffers from a misnomer, since authentic friendship involves an interpersonal relationship of mutual support,” said Baggot, who studies AI chatbots and works on the development of the Catholic AI platform Magisterium AI. “The product risks both worsening the loneliness epidemic by isolating users from others and undermining genuine solitude by intruding on quiet moments with constant notifications and surveillance. Friend commodities connection and may exploit human emotional vulnerabilities for profit,” he said, adding: “It might encourage users to avoid the challenging task of building real relationships with people and encourage them to settle for the easily controllable substitute.” Usselmann agreed. “Only by reaching out in genuine compassion and care can another person who feels lonely realize that they matter to someone else,” she said. “We need to get to know our neighbors and not remain so self-centered in our apartments, neighborhoods, communities, or places of work.”AI device ad campaign causes stirIn a post to social media platform X on Sept. 25, Schiffmann announced the launch of the subway ad campaign. The post has more than 25 million views and nearly 1,000 comments criticizing the pendant and campaign — and some commending them.Dozens of the ads have since been torn up and written on. People have posted images to social media of the vandalized ads with messages about the surveillance dangers and the general threats of chatbots. One urged the company to “stop profiting off of loneliness,” while another had “AI is not your friend” written on it.One person added to the definition of “friend,” writing it is also a “living being.” It also had the message: “Don’t use AI to cure your loneliness. Reach out into the world!”Usselmann said the particular issue with the campaign and device is “the tech world assuming certain words and giving them different connotations.” “A ‘friend’ is someone with whom you have a bond based on mutual affection,” she said. “A machine does not have real affection because it cannot love. It does not have a spiritual soul from which intellect, moral agency, and love stem.”She continued: “And from a Christian understanding, a friend is someone who exhibits sacrificial love, who supports through the ups and downs of life, and who offers spiritual encouragement and forgiveness. An AI ‘friend’ can do none of those things.”

unitedyam

A commuter waits at the Westchester/Veterans Metro K Line station on Thursday, Oct. 2, 2025, in Los Angeles. / Credit: Carlin Stiehl/Los Angeles Times via Getty Images

Washington, D.C. Newsroom, Oct 21, 2025 / 07:00 am (CNA).

A controversial ad campaign posted in the New York City subway system has sparked criticism and vandalism over the past few weeks. The print ads are selling an AI companion necklace called “Friend” that promises to be “someone who listens, responds, and supports.”

The device first launched in 2024, retailing at $129. It is designed to listen to conversations, process the information, and send responses to the user’s phone via a connected app. While users can tap the disc’s button to prompt an immediate response, the product will also send unprompted texts. The device’s microphones don’t offer an off switch, so it is constantly listening and sending messages based on conversations it picks up.

CNA did not receive a response to a question from Friend.com about the success of its subway ad campaign and how many people are currently using the devices, but Sister Nancy Usselmann, FSP, director of the Daughters of St. Paul’s Pauline Media Studies who also studies AI, told CNA that “people are turning to AI for companionship because they find human relationships too complicated.” 

But “without that complicatedness, we cannot grow to become the best that we can be. We remain stagnant or selfish, which is a miserable existence,” she said.

Creating ‘Friend’ amid loneliness epidemic 

Avi Schiffmann, the 22-year-old who started Friend.com, was a Harvard student before leaving school to focus on a number of projects. At 18, he created a website that tracked early COVID-19 data from Chinese health department sources. In 2022, he built another website that matched Ukrainian refugees with hosts around the world to help them find places to stay. He then founded Friend and now serves as the company’s CEO. 

Schiffmann and his company first turned heads when an eerie video announcing the new gadget was released in July 2024. The advertisement featured four different individuals interacting with their “friends.” One woman takes a hike with her pendant, while another watches a movie with hers. A man gets a text from his “friend” while playing video games with his human friends. He first appears to be sad and lonely around his friends, until his AI “friend” texts him, which appears to put him at ease.

The marketing video ends with a young man and woman spending time together as the woman discusses how she has only ever brought “her” to where they are hanging out, referencing her AI gadget. 

“It’s so strange because it’s awkward to have an AI in between a human friendship,” Usselmann said about the video ad. 

Hundreds took to the comments section of the YouTube video to respond — mostly negatively — to both the Friend.com ads and the technology. Commentators called out the company for capitalizing on loneliness and depression. One user even called the video “the most dystopian advertisement” he had ever seen, and others wrote the video felt like a “horror film.”

“While its creators might have good intentions to bring more people the joys of companionship, they are misguided in trying to achieve this through a digital simulacrum,” Father Michael Baggot, LC, professor of bioethics at the Pontifical Athenaeum Regina Apostolorum in Rome, told CNA.

The device “suffers from a misnomer, since authentic friendship involves an interpersonal relationship of mutual support,” said Baggot, who studies AI chatbots and works on the development of the Catholic AI platform Magisterium AI. 

“The product risks both worsening the loneliness epidemic by isolating users from others and undermining genuine solitude by intruding on quiet moments with constant notifications and surveillance. Friend commodities connection and may exploit human emotional vulnerabilities for profit,” he said, adding: “It might encourage users to avoid the challenging task of building real relationships with people and encourage them to settle for the easily controllable substitute.” 

Usselmann agreed. “Only by reaching out in genuine compassion and care can another person who feels lonely realize that they matter to someone else,” she said. “We need to get to know our neighbors and not remain so self-centered in our apartments, neighborhoods, communities, or places of work.”

AI device ad campaign causes stir

In a post to social media platform X on Sept. 25, Schiffmann announced the launch of the subway ad campaign. The post has more than 25 million views and nearly 1,000 comments criticizing the pendant and campaign — and some commending them.

Dozens of the ads have since been torn up and written on. People have posted images to social media of the vandalized ads with messages about the surveillance dangers and the general threats of chatbots. One urged the company to “stop profiting off of loneliness,” while another had “AI is not your friend” written on it.

One person added to the definition of “friend,” writing it is also a “living being.” It also had the message: “Don’t use AI to cure your loneliness. Reach out into the world!”

Usselmann said the particular issue with the campaign and device is “the tech world assuming certain words and giving them different connotations.” 

“A ‘friend’ is someone with whom you have a bond based on mutual affection,” she said. “A machine does not have real affection because it cannot love. It does not have a spiritual soul from which intellect, moral agency, and love stem.”

She continued: “And from a Christian understanding, a friend is someone who exhibits sacrificial love, who supports through the ups and downs of life, and who offers spiritual encouragement and forgiveness. An AI ‘friend’ can do none of those things.”

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Virtual summit aims to inspire attendees to grow as digital missionaries for the Church #Catholic The Engage Virtual Summit, presented by eCatholic, is a two-day virtual conference bringing together lay Catholics, clergy, and religious from parishes, schools, dioceses, and ministries to explore innovative tools and strategies and share insights into evangelization in the digital world. / Credit: eCatholic CNA Staff, Oct 19, 2025 / 06:00 am (CNA). A two-day virtual conference will bring together lay Catholics, clergy, and religious to explore innovative tools and strategies and share insights into evangelization in the digital world. The Engage Virtual Summit, presented by eCatholic, will take place online Oct. 21–22 and will feature many notable Catholic figures including Monsignor James Shea, Monsignor Roger Landry, co-founder of Hallow Alex Jones, radio host Katie McGrady, and evangelist Chris Stefanick, among others.eCatholic is an organization that supports parishes, schools, and dioceses to evangelize effectively and efficiently through the use of eCatholic’s digital engagement platform. Jason Jaynes, president and CEO of eCatholic; Michael Josephs, director of marketing at eCatholic; and Brandon Duncan, eCatholic’s marketing evangelist, spoke to CNA about the conference and what they hope attendees will take away from it.Duncan explained that they’ve had the idea for the conference for several years but it wasn’t until last September that he put a plan together for it and had it approved by the leadership team at eCatholic.“It’s amazing what we’ve been able to do and being able to turn this around so quickly and by the grace of God, everything’s been going so smoothly in the planning process,” Duncan said. “We’re so excited about this this opportunity and just what this summit means for the Church as a whole and for the leaders and to be able to provide them with the tools and inspiration to continue to carry out the mission of the Church.”The theme of the conference is “Made for Mission,” which, Jaynes explained, aims “to engage both religious and lay alike, who are out there, who are in this digital continent and trying to reach people — whether you’re a priest, you’re a ministry leader, you’re a communicator, an educator, a media professional — with practical strategies and things that they can do to really help to inspire them to be part of that digital evangelization.”Josephs added: “We are as humans made for mission. The Church is made for mission. And so we just felt like the theme resonated on all these different levels.”During a year in which the Vatican hosted the Jubilee of Digital Missionaries and the Church’s first digital missionary was canonized a saint (Carlo Acutis), the importance of digital missionaries in today’s world seemed obvious. While the “online world is not perfect … the Church needs to not ignore it but engage with it and be a light in that space,” Josephs said. Jaynes pointed out the many Catholic ministries and organizations doing important work for the Church in the digital space and said he believes there is a “shift happening in the mainstream culture right now where people are looking through the emptiness of some of the secular narratives that we’ve all been sold for the past couple of decades and saying, ‘There has to be more, there has to be more meaning to the human condition and to this need for joy that’s in a part of all of us.’”As for what they hope attendees will take away from the summit, they said practical tips, inspiration, and “feeling challenged to do more.” “I hope that attendees come away with practical tips to make them better communicators … inspiration, new strategies, new ideas, even a renewed zeal,” Josephs said. Jaynes added: “We see it as a chance for folks to, if you will, in a retreat-style way, go to the mountain to pause, pray, seek wisdom, receive some form of renewal before they then go back out into the mission field.”
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Virtual summit aims to inspire attendees to grow as digital missionaries for the Church #Catholic The Engage Virtual Summit, presented by eCatholic, is a two-day virtual conference bringing together lay Catholics, clergy, and religious from parishes, schools, dioceses, and ministries to explore innovative tools and strategies and share insights into evangelization in the digital world. / Credit: eCatholic CNA Staff, Oct 19, 2025 / 06:00 am (CNA). A two-day virtual conference will bring together lay Catholics, clergy, and religious to explore innovative tools and strategies and share insights into evangelization in the digital world. The Engage Virtual Summit, presented by eCatholic, will take place online Oct. 21–22 and will feature many notable Catholic figures including Monsignor James Shea, Monsignor Roger Landry, co-founder of Hallow Alex Jones, radio host Katie McGrady, and evangelist Chris Stefanick, among others.eCatholic is an organization that supports parishes, schools, and dioceses to evangelize effectively and efficiently through the use of eCatholic’s digital engagement platform. Jason Jaynes, president and CEO of eCatholic; Michael Josephs, director of marketing at eCatholic; and Brandon Duncan, eCatholic’s marketing evangelist, spoke to CNA about the conference and what they hope attendees will take away from it.Duncan explained that they’ve had the idea for the conference for several years but it wasn’t until last September that he put a plan together for it and had it approved by the leadership team at eCatholic.“It’s amazing what we’ve been able to do and being able to turn this around so quickly and by the grace of God, everything’s been going so smoothly in the planning process,” Duncan said. “We’re so excited about this this opportunity and just what this summit means for the Church as a whole and for the leaders and to be able to provide them with the tools and inspiration to continue to carry out the mission of the Church.”The theme of the conference is “Made for Mission,” which, Jaynes explained, aims “to engage both religious and lay alike, who are out there, who are in this digital continent and trying to reach people — whether you’re a priest, you’re a ministry leader, you’re a communicator, an educator, a media professional — with practical strategies and things that they can do to really help to inspire them to be part of that digital evangelization.”Josephs added: “We are as humans made for mission. The Church is made for mission. And so we just felt like the theme resonated on all these different levels.”During a year in which the Vatican hosted the Jubilee of Digital Missionaries and the Church’s first digital missionary was canonized a saint (Carlo Acutis), the importance of digital missionaries in today’s world seemed obvious. While the “online world is not perfect … the Church needs to not ignore it but engage with it and be a light in that space,” Josephs said. Jaynes pointed out the many Catholic ministries and organizations doing important work for the Church in the digital space and said he believes there is a “shift happening in the mainstream culture right now where people are looking through the emptiness of some of the secular narratives that we’ve all been sold for the past couple of decades and saying, ‘There has to be more, there has to be more meaning to the human condition and to this need for joy that’s in a part of all of us.’”As for what they hope attendees will take away from the summit, they said practical tips, inspiration, and “feeling challenged to do more.” “I hope that attendees come away with practical tips to make them better communicators … inspiration, new strategies, new ideas, even a renewed zeal,” Josephs said. Jaynes added: “We see it as a chance for folks to, if you will, in a retreat-style way, go to the mountain to pause, pray, seek wisdom, receive some form of renewal before they then go back out into the mission field.”

unitedyam

The Engage Virtual Summit, presented by eCatholic, is a two-day virtual conference bringing together lay Catholics, clergy, and religious from parishes, schools, dioceses, and ministries to explore innovative tools and strategies and share insights into evangelization in the digital world. / Credit: eCatholic

CNA Staff, Oct 19, 2025 / 06:00 am (CNA).

A two-day virtual conference will bring together lay Catholics, clergy, and religious to explore innovative tools and strategies and share insights into evangelization in the digital world. 

The Engage Virtual Summit, presented by eCatholic, will take place online Oct. 21–22 and will feature many notable Catholic figures including Monsignor James Shea, Monsignor Roger Landry, co-founder of Hallow Alex Jones, radio host Katie McGrady, and evangelist Chris Stefanick, among others.

eCatholic is an organization that supports parishes, schools, and dioceses to evangelize effectively and efficiently through the use of eCatholic’s digital engagement platform. 

Jason Jaynes, president and CEO of eCatholic; Michael Josephs, director of marketing at eCatholic; and Brandon Duncan, eCatholic’s marketing evangelist, spoke to CNA about the conference and what they hope attendees will take away from it.

Duncan explained that they’ve had the idea for the conference for several years but it wasn’t until last September that he put a plan together for it and had it approved by the leadership team at eCatholic.

“It’s amazing what we’ve been able to do and being able to turn this around so quickly and by the grace of God, everything’s been going so smoothly in the planning process,” Duncan said. “We’re so excited about this this opportunity and just what this summit means for the Church as a whole and for the leaders and to be able to provide them with the tools and inspiration to continue to carry out the mission of the Church.”

The theme of the conference is “Made for Mission,” which, Jaynes explained, aims “to engage both religious and lay alike, who are out there, who are in this digital continent and trying to reach people — whether you’re a priest, you’re a ministry leader, you’re a communicator, an educator, a media professional — with practical strategies and things that they can do to really help to inspire them to be part of that digital evangelization.”

Josephs added: “We are as humans made for mission. The Church is made for mission. And so we just felt like the theme resonated on all these different levels.”

During a year in which the Vatican hosted the Jubilee of Digital Missionaries and the Church’s first digital missionary was canonized a saint (Carlo Acutis), the importance of digital missionaries in today’s world seemed obvious. While the “online world is not perfect … the Church needs to not ignore it but engage with it and be a light in that space,” Josephs said. 

Jaynes pointed out the many Catholic ministries and organizations doing important work for the Church in the digital space and said he believes there is a “shift happening in the mainstream culture right now where people are looking through the emptiness of some of the secular narratives that we’ve all been sold for the past couple of decades and saying, ‘There has to be more, there has to be more meaning to the human condition and to this need for joy that’s in a part of all of us.’”

As for what they hope attendees will take away from the summit, they said practical tips, inspiration, and “feeling challenged to do more.” 

“I hope that attendees come away with practical tips to make them better communicators … inspiration, new strategies, new ideas, even a renewed zeal,” Josephs said. 

Jaynes added: “We see it as a chance for folks to, if you will, in a retreat-style way, go to the mountain to pause, pray, seek wisdom, receive some form of renewal before they then go back out into the mission field.”

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Philadelphia Archdiocese launches ‘missionary hubs’ to help bring faithful back to Church
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Philadelphia Archdiocese launches ‘missionary hubs’ to help bring faithful back to Church

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Archbishop of Philadelphia Nelson J. Perez speaks to members of his congregation at the Cathedral Basilica of St. Peter and St. Paul following a special Mass for Pope Francis on April 21, 2025, in Philadelphia. / Credit: Matthew Hatcher/Getty Images

CNA Staff, Sep 29, 2025 / 06:00 am (CNA).

Philadelphia Archbishop Nelson Pérez on Sept. 29 announced the designation of multiple “missionary hubs” throughout the Philadelphia Archdiocese, part of a broad effort to help bring lapsed Catholics back into the Church while highlighting the “deeply positive impact” the Church has had on the region.

The rollout comes after Pérez earlier this year revealed the 10-year plan meant to bring Catholics back to the pews. The archdiocese said in January that the effort would be “phased in” across the region.

A “standout feature” of the campaign, the archdiocese said on Monday, is the creation of five “missionary hubs” at parishes in the region’s four major counties of Delaware, Bucks, Montgomery, and Chester as well as Philadelphia County itself.

Those parishes will serve as “a new method of evangelization that will be instrumental in reaching out to Catholics who no longer attend Mass regularly and others seeking a spiritual connection in their lives and an outlet to serve those in need.”

“Following the example of Jesus Christ, we are moving to encounter all of our brothers and sisters where they are,” Pérez said in a press release. “I want everyone to know that they are not alone and that they will always have a home in the Catholic Church.”

The hubs will feature trained individuals under the leadership of the parish’s pastor, with teams working to “address the distinct needs and priorities of the people living within the neighborhoods of that parish and beyond.” The designation of the hubs came after “dozens of meetings” with hundreds of Catholics throughout the year.

The parishes will use pastoral, educational, and charitable ministries to “reach people who feel far from the Church,” according to the archdiocese.

‘Catholic. Every day’

In addition to the hub effort, the archdiocese will also be rolling out a marketing campaign, dubbed “Catholic. Every Day,” that will broadcast on local TV and radio stations. It will also be featured on displays such as billboards and bus shelters.

The archdiocese described the effort as an “extensive and privately funded marketing and advertising campaign covering Philadelphia and its suburbs.”

The donor-sponsored ads will feature “the many faces of Catholicism in the region” and will run in several phases through July 2026, coinciding with multiple major events in the region, including the FIFA World Cup and events marking the 250th anniversary of the founding of the U.S.

“This campaign will remind Catholics of their rich heritage of service to others in Philadelphia while introducing our message to new audiences in fresh and compelling ways,” Pérez said.

The archbishop said in the Monday press release that the Philadelphia Church “has 1.5 million Catholics, directly helps hundreds of thousands of people through our schools and charitable ministries, and has an economic impact of more than $1 billion a year.”

Organizers wanted to “highlight the broad scope of compassionate and dignified service we provide to people of faith traditions and diverse walks of life,” he said.

Archdiocesan spokesman Kenneth Gavin told CNA earlier this year that the entire effort will be funded primarily by “private philanthropic funding secured over time and hopefully endowed for long-term sustainability.”

“The archbishop recognizes the urgency of reaching out to the 83% of baptized Catholics not regularly practicing their faith while continuing to serve more effectively and efficiently the 17% who do attend Mass,” he said.

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