For Catholicism the Bible is the fundamental text. But until shortly it was only present in a dusty form coming from an institution that did not consider it necessary to think about aesthetic and communicative forms of representation. With its previous project YOUCAT (an international Youth Catechism) it was the first time a process of target group participation was invented, together with Branding, CI and CD, as well as the use of illustration and infotainment elements. With 6 million copies in four years, YOUCAT today is the most successful catholic youth book in the world. Together with the support of Pope Francis, it was a new undertaking to incorporate these communicative and aesthetic means and principles into the Bible. The participation strategy was consequently followed in this project: most of the photos were taken by young people; so the given look of slight edginess seemed compensated by a plus of target group participation. The acceptance on the market confirms the choice of means. Apparently the “Youth Bible of the Catholic Church” is translated in 35 languages and inculturated into local participation projects.

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