In his book, Diffusion of Innovations, Everett Rogers tells the story of an attempted health innovation in Peru. It was a great idea, the introduction of innovations to the villages of Peru that would improve their health and lengthen their lives. It was hoped that they could encourage villagers to build latrines, burn garbage daily, control house flies, report cases of infectious diseases, and boil drinking water.
Clean water is critical to healthy living. I know and appreciate the great importance of clean water and if the water needed boiling I would boil . Why then after two years of working in Los Molinas did the local health worker only persuade eleven out of two hundred families to boil their water?
The answer was simple – the authorities failed to understand the culture they were trying to reach.
The campaign failed ‘because the innovation was perceived as culturally inappropriate by the villagers. Local tradition links hot foods with illness. Boiling water makes water less “cold” and hence appropriate only for the sick. If a person is not ill, he or she is prohibited by village norms from drinking boiled water.’ (Everett Rogers) The health agency failed to take into account the values, beliefs and traditions of the village and as a result a great idea was rejected, a lifesaving gift was abandoned.
As followers of Jesus we have an obligation to bring lifesaving information to the world. We have a gift to share that is more important than clean water, it is living water, and we have to communicate it in a way that is culturally appropriate to our hearers.
In Acts 13 Paul speaks in the synagogue of Pisidian Antioch. His sermon recounts the story of God’s activity in the life of the people of Israel. He peppers his sermon with scripture quotes from the Psalms, Isaiah and Habakkuk. The people heard and understood and some of them responded to the gospel message and became followers of Jesus Christ.
On his next missionary endeavor Paul visits Athens (Acts 17:16-35) and he takes his time to look ‘carefully’(23) at their objects of worship. He was very intentional in looking for a point of contact for the gospel with the local culture. When he shares the gospel with the Athenians he doesn’t quote scripture, rather he quotes Greek poets and makes reference to an idol inscribed ‘to an unknown god.’ This then becomes the reference point for proclaiming the gospel.
The Jews wouldn’t have understood, appreciated or accepted the idol and poetry explanation any more than the Athenians would have understood the Scripture references. The form (not content) had to be tailored to the culture.
How do you contextualize the gospel to our culture?
Are you like Paul looking ‘carefully’ for ways to effectively communicate the most important story ever told or is it business as usual?
I have no doubt that the lives of Peruvians suffered and some possibly died because the good news about clean water was brought to them in a completely unpalatable manner. As followers of Jesus Christ we have far more at stake than clean water for we are talking about new life not just a healthier life for our body but also a new life for our bodies, our minds and our souls.
May God grant us the wisdom this Holy week and beyond to proclaim the gospel in culturally appropriate form.

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