As the most important festival in the Christian calendar, Easter provides an occasion for the Church of England to celebrate with its congregation but for head of digital communications Adrian Harris it was also an opportunity to reconnect with a wider community.
Harris has been tasked with using digital and social media to engage with the 97 per cent of people who, while they may identify as Church of England Christian on a Census, rarely, if ever, attend a church service.
'We have a real opportunity at both Christmas and Lent and Easter to engage with really simple campaigns,' he explains. 'We took people on a discipleship journey throughout Lent using digital and particularly social – Twitter, Instagram and Facebook. It was about us sharing, across 40 days and 40 nights, a set of discipleness materials, such as bible readings and simple actions that could be done each day. People could engage on their way to work, on their way home or throughout the day.'