A vicar who seeks holy inspiration from trendy ads to get people into his pews says churches should not be afraid of embracing consumer culture to boost dwindling congregations.

The Reverend John Hartley, of St Luke's Church in Eccleshill, gets inspiration from TV ads and cult shows like Channel 4's Big Brother to put up posters with catchy slogans outside his church.

St Luke's current poster is inspired by L'Oreal hair products' 'Because You're Worth It' catchphrase and reads 'Because You're Worth It... Christ died for you'.

Mr Hartley said the posters, which he thinks up himself with aid from parishioners, help to encourage non-churchgoers to ponder Christian messages and even to give his services a try.

His publicity campaign comes ahead of advice from a top advertising agency recommending churches cut back on preaching and highlight their buzzing social life instead. The ad bosses from an agency, hired by the Christianity + Renewal magazine for a feature in its September issue, came up with a 'Get A Life - Go To Church' campaign, pushing the benefits of having fun, a good chat and a sing-a-long by joining a church.

The agency says churches have to use advertising, face up to consumerism, find out what locals want and get rid of hard pews if they want to boost their numbers.

And Mr Hartley beleives the ad agency is on the right lines.

"It's all about trying to make a modern-day connection with the ancient - giving off the same old important Christian messages but making them relevant to people's lives today.

"The Church has missed out 20 to 50-year-olds in the past and we need to do something about that if we're to shake off what people say about churches being full of old people.

"If it means using ads or catchphrases that people recognise from TV or wherever, then that's fine. We shouldn't be afraid of doing it as long as it gets the message across to people of all ages - not just the over 50s - that there's more to life than having a good job and a car and that the church can really help turn their lives around."

Church numbers have dropped over the past 50 years in the UK. Now it is estimated only 7.5 per cent of the population go to a Sunday service.

Mr Hartley said his signs got people talking. "It's one way of getting Christian messages across to people even if it doesn't always get them in through the doors."

Last year he organised a special soccer service to make sure his sermon didn't clash with a World Cup England v Sweden match. He invited parishioners to wear football strips and take flags to wave during the service and he penned a hymn to the tune of Match of the Day.Mr Hartley is pictured with Stephanie Marks, who designed the church ads