At the recent Archdiocese of Louisville Presbyteral Assembly at St. Meinrad, Ind., several priests mentioned the dishonor felt by many as a result of the sexual abuse crisis.

They realize, one said, that many people appreciate the vast majority of priests who serve their people and their Lord with honor and dignity. But it nevertheless hurts, several noted, when someone mistakenly paints all priests with the broad brush of shame brought by the actions of a few.

Their image has been tarnished, they acknowledged. And now the archdiocese is taking steps to replace any lingering negative image with one that’s more appealing — and accurate.

In recent weeks three billboards have been placed along major thoroughfares in the community which show a priest in the company of others who, as the billboard says, are “every day...answering the call.”

The signs feature the priest at the forefront, surrounded by a firefighter, a doctor, a lifeguard and an emergency medical technician. And beneath the images is the “every day...” message.

The idea is simple and straightforward — project a positive message about the priesthood.

“We wanted the image to focus on the notion of service,” said Cecelia Price, Chief Communications Officer for the archdiocese. “We want people to see priests with other professions where people are called, literally and figuratively, in big and small and heroic ways, to the service of others.”

The billboard advertising campaign — which also includes a number of signs displayed on TARC buses traveling across the city — grew partially out of the archdiocese parish planning process, and partially out of a recent task force on communication. That task force reviewed the communications efforts of the archdiocese and made recommendations for changing or improving them.

When Dr. Brian Reynolds, chancellor and chief administrative officer of the archdiocese, attended regional parish planning meetings, Price noted, he heard “a lot of concern about the priesthood and declining numbers.”

“And the task force began meeting back in January, and they identified a need to get positive messages out about the archdiocese,” she said. “The task force’s goal was to take a look at our communications ministry and examine what we’re doing to give us some feedback on how we are communicating the ministry and mission of the church.”

All of the efforts came together serendipitously, and one of the first tangible results is the billboard campaign.

This month saw billboards erected near I-264 near Southern Ave. That one faces east.

A second billboard is along I-65 at Phillips Lane, and it faces north, while a third is at I-71 and Lloyd St., facing west.

In July and August, three more locations will be added — two along I-65 and another on I-71. In September and October, billboards carrying the priest’s image will go up on I-71 west of Adams St., on I-264 near Bardstown Road and on I-65 near Kentucky St.

Ten TARC buses are carrying signs on their rear engine compartments, and they will travel on various routes throughout the Metro area.

“We hope that these images will prove to be conversation starters on what we all can do to be better supporters of the priesthood,” Price said. “There is an awful lot of good work done by our Vocation Office and I’m not sure people know as much about it as they should. We know people are worried about the declining numbers, and we also know that some people have been concerned that the priests might be discouraged and in need of our support.

“This is a way to show that, to portray our priests in a positive manner.”