Southwest Conference of the United Church of Christ Launches “Not That Kind of Church” Campaign

SOUTHWEST CONFERENCE OF THE UNITED CHURCH OF CHRIST LAUNCHES “NOT THAT KIND OF CHURCH” CAMPAIGN

PHOENIX, Ariz., June 16, 2026 —The Southwest Conference of the United Church of Christ has launched a new marketing campaign, “Not That Kind of Church,” inviting people to experience a faith community rooted in inclusion, justice and compassion.

The campaign highlights the Conference’s commitment to welcoming all people, including people of different backgrounds and beliefs, LGBTQ+ individuals, and those who may have felt excluded or harmed by churches in the past. Through digital media, storytelling and community engagement, the campaign seeks to redefine what church can look like in today’s world.

“We know many people carry painful experiences or misconceptions about church,” said Rev. Dr. Altonnette D. Hawkins, Conference Minister of the Southwest Conference of the United Church of Christ. “This campaign is an invitation to discover a different kind of faith community— one that leads with love, embraces questions and works for justice.”

The “Not That Kind of Church” campaign will feature social media outreach, local congregational partnerships and public-facing advertisements across the Southwest Conference region, which includes Arizona, New Mexico and El Paso, Texas.

Organizers say the campaign was developed in response to growing numbers of people who identify as spiritually curious but disconnected from traditional religious institutions. Messaging focuses on authenticity, belonging and action-oriented faith.

“When people hear the word ‘church,’ they may assume it includes an exclusive, top-down approach that focuses more on who is out than how to welcome people in,” said Rev. Sue Joiner, Senior Minister First Congregational United Church of Christ Albuquerque.

“I want people to understand that we are focused on welcoming people as they are. That gives you an idea of who our church is. Our mission is to live God’s love, justice, and inclusion. We take all of that seriously. We want people to know they do not have to leave parts of themselves at the door.”

The Southwest Conference is part of the United Church of Christ, a Protestant denomination known for its longstanding commitments to social justice, extravagant welcome and progressive Christian theology.

More information about the campaign is available at https://notthatkindofchurch.com

For more information about the campaign, check out The Southwest Conference of the United Church of Christ SWC-UCC’s New Visual Identity, Brand, and Marketing Campaign