When people turn on MTV or Adult Swim or Comedy Central, they're likely looking to escape into mind-numbing entertanment for a while. Viewers aren't looking for (or even interested in) finding spiritual truth while watching their programs. But then, out of nowhere, Jesus shows up. 

It's a scenario played out in various ways for the past 20 years, as Sean Dunn and his Groundwire ministry has been seeking out the emerging generation by finding them where they already place their attention. Through a series of direct and aggressive TV and radio commercials, Groundwire leverages mainstream media outlets to reach youth--pointing them to Groundwire's army of volunteer spiritual coaches who can listen to them, pray for them and point them to Jesus. 

With hundreds of thousands of visitors hitting his site every month, Dunn says he couldn't be more excited for the continued impact Groundwire is having on souls. I asked Dunn 8 questions about the ministry, about music, and about the challenges of reaching a distracted generation with the Gospel of Jesus. 

In brief, how did Groundwire come to be? What led you to this moment? 

As God began to challenge me, we worked to find a way to share the best news with people who wouldn't seek it out. The majority of the Millennial Generation is not walking into church. They aren't seeking spiritual truth. They are just living and surviving. Media offered the opportunity for us to share the love, hope, and compassion of Christ with huge numbers of people that are addicted to their entertainment but that ignore more meaningful issues. 

Your strategy is to get the Gospel where people already are paying attention. Why is that your strategy, and in general, what's been response? 

It is true, that our strategy is to share Jesus with people who are not asking the right questions. The Bible says that God wants all men to come to a knowledge of the truth and be saved--not just the ones who will attend church, not just the ones who will open up their bibles or talk to their friends about their faith. So we interrupt their entertainment.

Because our message is "Jesus Cares" and not something more angry or divisive, we do have a good response. There are some who don't like it. Jesus is polarizing; you either love Him or you hate Him, but you don't ignore Him. But because the message is about His kindness and compassion, our message is powerful. 
 
What are one or two of your favorite testimonies you've heard come out of this ministry? 

A young man, 13, came online a few months back. He wasn't looking for spiritual answers, but for relational help. After talking with a coach he discovered that Jesus loved Him and wanted to forgive Him and save Him--but also help him through his struggles. He ended up giving His life to Christ.

About two months after trusting Christ, he emailed his coach and told him that he ended up going to church with a friend. A few weeks later he wanted to get baptized. His parents, who were not Christians, came to the service and ended up attending the church every week for the following four weeks when the rest of the family--mom, dad, brother and sister--all got baptized. Love that story. 

Another favorite is a stripper in New York who saw a commercial late at night. She got out of bed, went to her computer and started a conversation. She said, "That's me; I am struggling. I need something." She found "something." Gave her life to Jesus and is now back in the Midwest living with her parents and living with Jesus. 

Explain the power of music as you see it, and how it can shape culture.

Music is powerful and musicians are powerful. Their "art" acts as a tool to share philosophies of life. Artists might not like to hear me say this, but they are not entertaining; they are motivating and influencing. When they pick up their microphone they are "preaching." Their lifestyle, their lyrics, and their performance either build or tear down. They either point towards Christ or towards worldly things. Very powerful for sure.

You've been doing this for 20 years. What have you seen change both in your approach and in the responses you see in that time?

I think one of the main things that has changed for me is the understanding that people are broken. I don't think I realized that 20 years ago. I believed people's masks were real. Thought everyone had it all together and they weren't struggling with value, insecurity and misery. I have had to adjust. God doesn't just save, but He heals. He binds up broken hearts. He overcomes weaknesses. He helps overcome failures and all of the things that convince us that something is wrong with us. 

I have learned to speak hope into a hopeless soul and love into someone who doesn't think they are lovable. I have learned to not dwell on the surface issues but to go deeper and speak Christ into the depth of a damaged heart. 
 
As you see it, what's the biggest hindrance to young people hearing the Gospel message? 

Millennials don't seek it out. Their goal is the moment and survival, not conviction and eternity. So, the biggest hinderance is finding a way to share it with a generation that avoids it. And, when you do have the opportunity to share the Gospel, it can't be preachy. It has to hit the heart not the head. It has to be relevant to their emotional condition in that moment if it is going to be attractive. We can't just tell them that Jesus loves them; we have to make it so real that it grabs their soul. 

What do you get excited about, and what has God told you is still to come?

I get excited about sharing Jesus in places where He is not usually allowed. Scripture says that When He is lifted up, He will draw all men to Himself. Now I realize I am taking that out of context. Jesus was saying that when he was lifted up on the cross all men would see Him and be able to gain entrance to the Father, but the opposite is also true. When people see Jesus as He is--kind, loving, forgiving, compassionate--He is attractive. So, I get excited when people see the true character and nature of Jesus outside of the church walls.

I still get excited about people coming to Jesus. I love seeing a heart open up and understand that Jesus loves them and has proven it in tangible ways.

The Jesus Cares Campaign is just getting started. We launched a major campaign in Dallas in November, the national portion--with 12 million media impressions a month--in January, Denver in February, and other cities are getting in line. Based on pure numbers, this campaign will be the most aggressive and effective outreach that our nation has ever known. Many millions will have to consider Jesus' love and tens of thousands (hundreds of thousands?) will have one on one conversations about Jesus. How many will put their trust in Jesus? Don't know that yet, but we're very excited to see and we will rejoice with every one that chooses Him. 

Anything else you want to add?

Romans says that His Kindness leads us to repentance. However, most people in our culture don't believe He is kind and loving. They think He is angry and judgmental. We are out to address this issue. "No matter what you are going through, Jesus Cares." "When Life Hurts, Jesus Cares." "When people leave, Jesus Stays." Amazing God; amazing message. 

Visit JesusCares.com>>