Cinemagoers are to be targeted with a £1m advertising campaign promoting courses in Christianity.
The campaign is aimed at people between 18 and 35
The Alpha Course has recruited model Kim Johnson, Premiership footballer Linvoy Primus and mountaineer Bear Grylls to front the adverts.
The campaign, to be shown in 2,000 UK cinemas, promotes 10-week "introduction to Christianity" courses offered at more than 7,000 British churches.
The two-week-long promotional drive also includes posters on buses.
The three celebrities, who have all attended Alpha courses, are shown taking part in their own pursuits before asking: "Is there more to life than this?"
The advertising campaign, funded by churches, Christian charities and donors, is aimed at people in the 18-35 age bracket.
Alpha spokesman Mark Elsdon-Dew said: "The whole point is to get the name out there so that if people hear about it or get an invitation to go, they know what it is."