Those who wanted to see a complete turnover of values in America figured out long ago to target the next generation. If you can win the hearts and minds of kids at an early age, you will keep them through adulthood. I believe it is no coincidence that the mascot for McDonald’s, Ronald McDonald, appeals to kids. And it is no mistake that toys are in Happy Meals and most McDonald’s have a play area. McDonald’s management knew in the early 50’s if it could win kids at an early age, it would keep them. The side that wins the hearts and minds of the next generation will, likewise, ultimately win the culture war.

A more recent corporation to use this cradle to grave strategy is Viacom. Although you may have never heard this name, I can guarantee you know its work. Viacom operates dozens of media networks including television stations such as Nickelodeon, MTV, BET, CMT, VH1, Comedy Central, TV Land and Nick at Nite, something for everyone in the family. Exactly! Young children are branded early and have a subsequent station that keeps them loyal to the culture created by Viacom. It is raising our families!

If you don’t have a strategy to shape your kids’ values and beliefs, then you can be assured that the world has one for them. God’s Word places the responsibility for the next generation squarely on the shoulders of parents. We as parents and leaders of youth need to focus on Scripture verses such as Proverbs 22:6, “Train a child in the way he should go, and when he is old he will not turn from it;” and the soaring call to responsibility of teaching Godly principles found in Deuteronomy 6:6-9. It is the uncompromising call of the Godly from one generation to tell the next generation the praiseworthy deeds of the LORD, His power, and the wonders He has done.

Now is the time for all of us to proactively brand our kids as His. Waiting only leads to difficulty and regret. Resist the current culture that is so quickly winning the hearts and minds of our kids. Use the sword of the spirit, the Word of God, in this war for culture. It is the only hope we have.

Greg Davis

President

First Priority Greater Birmingham