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."