Murals displayed throughout London's subway stations are sending the message that "Christians make better lovers" in an effort to catch the attention of single Londoners looking for new romance.
The signs are part of an ad campaign launched on Monday by Christian Connection, a U.K.-based dating website that boasts responsibility for bringing together thousands of relationships and marriages.
Although the tongue-in-cheek slogan can be misinterpreted, the site says it is a nod to the Bible's commandment to love one another.
"We wanted to challenge that notion and inspire people to think about love in a wider sense and reclaim the concept," said Jackie Elton, Christian Connection founder, to The Christian Post. "Love is a core part of what Christians believe, and many Christians are looking for someone who shares their faith when it comes to a partner. So while it looks like a bit of fun, we hope that people will also get the deeper meaning."
According to the company, there are an estimated 1.4 million single Christians in the U.K. between ages 25 and 60 and in order to get the attention of those who have not heard of the site, Elton says there was no better way than to reach transient individuals.
"We thought this was a great opportunity to launch a campaign, which is contemporary, relevant to a younger London audience of Christians. We wanted it to brighten up people's commute to work and come up with something surprising and memorable," said Elton.
Along with the risqué-sounding "Christians make better lovers" slogan are two other murals with the words, "Another dating website? Thank God," and "God knew you would see this."
Although the company has advertised their services through other faith-based mediums and word of mouth, the campaign is the first of its kind by the company which partnered with London-based advertising agency Noah to launch the effort.
"We believe this is a great opportunity to tell the world about Christian Connection and create a campaign that is contemporary and relevant, not something many church organizations are known for," said Chas Bayfield, the campaign's creator in a statement.
According to Elton, Christian Connection differs from other dating sites in that it focuses on local meet-ups and fosters a sense of community.
Elton founded the company in 1999 after realizing that her friends were struggling with finding a partner within their local churches. Ever since then, the site has grown and established additional sites for Christian singles living in Australia, Singapore and Hong Kong.