Snubbed by network TV, the United Church of Christ turns to the Web to get the word out.

By Paul Barbagallo

The site helped generatemore than 7,300 letters to the Federal Communications Commission, raised more than $22,000 and generated hundreds of messages from bloggers since its launch in December.

In its most recent campaign, UCC continues to appeal to the blogosphere in the form of paid advertising. One effort even includes featuring the banned TV commercial on 50 top blogs. According to IDI’s Cheryl Comtee, the campaign is projected to generate more than a million page views of the ad through blog placements.