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By PATRICIA KASTEN
Catholic News ServiceAlthough religious habits aren't seen too often on television, Wisconsin viewers saw them on advertisements this past fall during the "7th Heaven" and "Gilmore Girls" series on the WB network. A marketing study by the Franciscan Sisters of Christian Charity in Manitowoc, Wis., showed that television programming with religious or moral messages reaches their target group of college-age women who are open to the call to religious life. The study confirmed what Sr. Julie Ann Sheahan of the order's vocations office had already suspected. "Young women in contact with our vocation office have told me how decisive and selective they try to be when deciding which programs to watch or Web sites to visit," said Sheahan. "Most do make TV viewing choices based on their faith beliefs." So the sisters developed a series of six television advertisements -- to complement current radio and print advertising -- built around the community's signature line: "The world needs you. God calls you. We invite you." Various sites where the sisters are stationed, including St. Peter's Mission School in Bapchule, Ariz., and St. Francis of Assisi Parish in Greenwood, Miss., were used in filming the commercials. Television advertisements may seem a unique way to search out vocations, but Sheahan said that, while "personal invitation is always best, we became convinced that real conversations can begin by using the language of images and music." The order's Web site -- www.fscc-calledtobe.org/weinvite.htm -- also offers free ringtones featuring a woman singing the words "called to be," part of the nuns' "Peace and All Good" theme song. "As consecrated women we are encouraged by our church to make known the beauty and truth of our lives through the marvels of technology," Sheahan said. "We hope our simple, beautiful 'called to be' ringtone may inspire young women to discover and discern their unique call from God." The Franciscan sisters aren't the only ones to use advertisements to promote vocations, particularly near National Vocations Awareness Week Jan. 8-14. In the Diocese of Providence, R.I., the annual vocations awareness campaign features a 30-second television commercial that has been aired locally on cable stations such as Animal Planet, Comedy Central, ESPN, TNT and TV Land since the last week of December and will run until the end of January. The commercial opens with Providence Bishop Thomas J. Tobin standing in front of the Cathedral of SS. Peter and Paul, followed by footage of priests performing baptisms, delivering sermons and ministering to the sick. "Catholic priesthood is a life of sacrificial love," the bishop says. "I believe that Jesus continues to call others today into this life of service. If you or someone you know is considering the priesthood, please log onto our Web site, catholicpriest.com." In Pittsburgh, the Capuchin Franciscan Friars of the St. Augustine province are trying a more long-term approach to increasing vocations. In December, they began a new novitiate program that brings together 14 men from eight of the order's provinces to spend a year at St. Conrad Friary in McCandless Township. While the program results in part from a decrease in vocations, it also recognizes that "a lot of what we learn we learn through a peer group," said Capuchin Father William Wiethorn, co-director of the novitiate. Individually, each province's numbers were small. By bringing them together the order can offer a more extensive preparation period. The Capuchins also wanted to build a sense of brotherhood in an order that is represented around the world. Capuchins today number more than 11,000 friars active in 101 countries. At the end of their year the novices will profess temporary vows and return to their home provinces to continue studies toward the Capuchin priesthood or brotherhood. The new novices were born in eight countries and hold degrees in fields ranging from theology and philosophy to computer and structural engineering, nursing and Indonesian languages. They completed a three-month residency program in Victoria, Kan., to prepare them for community life before moving to Pittsburgh. "This is a highly spiritual year, with a lot of prayer, and input from us, and experts in Franciscan spirituality coming in from different provinces," Wiethorn said. "A very strong emphasis is on our brotherhood. We want them to be willing to work and do things together. That's important." [Contributing to this story were Michael Brown in Providence and Patricia Bartos in Pittsburgh.] January 9, 2005, National Catholic Reporter | 
