Here's something interesting: the Southern Baptist Convention has a new TV ad out aimed at softening their public image:

Officials at the nation's largest Protestant denomination have publicly worried for years about their image. Southern Baptists, they fret, are best known for what they're against: abortion, homosexuality, women pastors, dancing and Disney.

The new ad is an attempt to shift attention to what Baptists are for – without disavowing those controversial positions, Baptist officials say.

The ad, which you can view here, highlights the SBC's work in AIDS ministry, disaster relief, and prison outreach.

(Via WorldMagBlog.)

Any thoughts? A couple observations spring to my mind. First, I'd definitely agree that the SBC, and evangelicals in general, are too often known for what they're against instead of what they're for. (And that's quite often our own doing.) If the TV ad shows that evangelicals are actually doing good works and not just sitting around griping about societal ills, that's a good thing.

But while the ad seems aimed at those outside the church, I think its most useful message might be the one subtly pointed at Christians: let's do less complaining, and more Christ-like good deeds.

update: looks like free registration is required for the news article. But you can view the SBC ad without registering.