“A Bible that children can read”:
winning fans for the GNB

KINGSTON, Jamaica — The run-up to the launch of the Good News Bible (GNB) in Jamaican primary schools in September 2002 was a time for the Bible Society of the West Indies to think creatively, adopting a range of different approaches to ensure that this version was promoted to as many different audiences as possible.

A creative approach had to be combined with sensitivity, however, in recognition that, for many Jamaicans, switching from the King James Version would not be easy to accept.

For six months prior to the launch, the Bible Society focused on persuading schools to place the GNB on their book lists, making children and churches aware of the benefits of this version and promoting it through a range of media. A number of different techniques, including letters to principals and personal visits, were used to disseminate information to schools about the impending launch.

On a more general level, use was made of television, radio and print advertising. The specially-developed GNB for schools was prominently displayed in the twice-weekly television programme Vantage Point, for example, while a 30-second advertisement ran for 12 consecutive days on Radio Jamaica.

Care was also taken to involve the churches in promotional work, with parishes being invited to hold a special presentation ceremony and media briefing in July or August, just ahead of the beginning of the new school year. From within the churches, Richard Roper, a long-standing Bible Society volunteer (see World Report 374/12), was particularly active, visiting more than 50 schools in his parish.

Eighteen summer camps held across Jamaica and attended by around 2,500 children were used to present the GNB directly to its target audience. One of the camp co-ordinators stated, “The GNB translation should have been considered long before now.There could be no better choice.”