Evangelism in the Digital Age: Media Ministry in the Horn of Africa
For over four decades, Barrett and Charissa served with SIM USA in the Horn of Africa, beginning in primary health care and rural development, and then leveraging radio, website development, and social media to spread the gospel in a challenging region.
The journey began with a heavy burden for a hard-to-reach country that captured their hearts. The couple lived in this country doing ministry, and their love for the people grew. However, issues with the local government necessitated a relocation to a different country.
Moving required a major shift from rural health and agricultural development to shortwave radio ministry. Radio broadcast and media ministry sustained their dedication to spreading the gospel in this hard-to-reach area.
During their ministry in this nation, Barrett has witnessed a growing number of Muslims seeking a secure environment to explore and question their faith. This is where media ministry plays a pivotal role.
Their ministry highlights a critical reality: although the least-reached have a great need for gospel witness, only about 23% of missionaries go to these areas. For places where traditional workers are scarce, alternate pathways, such as media ministry, are opening doors.
Muslims Encounter Christianity Through Digital Evangelism
“Because of the cruelty of Muslim terrorist organizations in this country, a lot of people are questioning Islam. Muslims all over the world are questioning their religion because of what’s done in the name of it,” he said. “When people question Islam, they need somewhere to safely question it. Well, there’s the Internet.”
In this region, many individuals enjoy unrestricted access to the Internet, enabling them to explore Christianity freely. According to Barrett, accessing information about Christianity is as simple as opening a search engine and entering “Christianity in [country’s language].” When this is searched, his ministry’s website appears. On this website, viewers can access information about the gospel in their language.
Barrett also highlighted the widespread use of Facebook among nearly every literate individual in the nation. Leveraging this social media platform, Barrett and his team have established three dedicated ministry Facebook pages. They create targeted Facebook advertisements, strategically placed in users’ feeds. These advertisements encourage curiosity and engagement with the gospel, leading users to the ministry’s page.
Barrett emphasized the significance of Facebook’s private messaging feature, which provides a secure avenue for individuals to initiate private conversations with ministry representatives. This direct interaction fosters a safe and confidential space for personal discussions about faith.
By harnessing the power of the Internet and social media platforms like Facebook, Barrett’s ministry effectively reaches out to Muslims across the region, offering accessible resources and opportunities for gospel exploration.
The ministry primarily communicates the gospel by uploading preaching, teaching, and music videos in this country’s language to YouTube and Facebook. It also has multiple Facebook and YouTube pages with over 100,000 followers.
“So often, we hear testimonies of these people encountering the gospel and coming to Christ through what they read on their phones,” Barrett said.
Smartphones have revolutionized access to information, particularly for Muslims exploring Christianity. In earlier times, those curious about Christianity were limited to researching on public computers in Internet cafes, which often posed challenges due to concerns about privacy and potential scrutiny from those nearby. Smartphones now offer a discreet and personal way for Muslims to investigate and contemplate their faith without these anxieties.
Barrett noted the significant impact of mobile technology in facilitating private exploration of the gospel, emphasizing how smartphones have empowered individuals to delve deeper into Christianity conveniently and confidentially.
This is the frontier of global missions—regions where traditional ministry is restricted or unwelcome—but where digital access creates unprecedented opportunities. Social media ministry, media missions, and web platforms provide both secure and private pathways for those seeking Jesus.
Multi-National Witness: A Taste of Heaven
In today’s interconnected world, driven by modern media and technology, the Internet and smartphones have bridged distances like never before. Modern technology enables communication across continents and countries.
Iman’s story vividly illustrates the power of these digital connections. Originally from this hard-to-reach country, Imani relocated to the Middle East as a refugee, where he found employment at a hospital. While working there, colleagues from Lebanon and India introduced him to Christianity, sparking his curiosity and prompting him to attend worship services with them. Over time, Iman embraced Christianity and began learning more about his faith.
However, due to instability in his host country, Iman returned to his home country. Here, he faced persecution from his own family when they found out about his conversion to Christianity. Seeking safety and support, he eventually resettled in Kenya.
Utilizing social media platforms, Iman connected with Christians worldwide, including SIM global workers like Barrett. These workers were eager to help him find local Christian contacts in Kenya.
Through virtual connections facilitated by social media, SIM workers connected Iman with a local pastor in Kenya. Their first meeting occurred on Good Friday. It marked the beginning of a discipleship journey. Please pray for continued discipleship for Iman.
“After this I looked and there before me was a great multitude that no one could count, from every nation, tribe, people and language, standing before the throne and in front of the Lamb.
Revelation 7:9
Imani’s faith journey exemplifies a global collaboration of believers united by technology, overcoming geographical borders to advance God’s kingdom. In this story, we see a glimpse of the unity and diversity in heaven, where people from every nation come together to worship and glorify the Lord.
Stories like Imani’s also remind us that the gospel often travels through new channels today, like digital missions, online connections, and social media ministry. These alternative pathways demonstrate how God is advancing His kingdom in areas where traditional missionary presence is limited.
Long-Term Muslim Ministry in the Horn of Africa
Reflecting on the enduring ministry in this hard-to-reach country, Barrett acknowledged the obstacles faced by the local church.
“It has been a very difficult country. The church there is still very small and weak. There’s been a lot of persecution,” he said. “There’s still just a handful of Christians, or a few thousand, perhaps, out of a population of 20 million. At the same time, we see progress.”
He emphasized the necessity of sustained, long-term ministry in this context, where the journey to faith often spans many years.
“I planted the seed, Apollos watered it, but God has been making it grow. So neither the one who plants nor the one who waters is anything, but only God, who makes things grow.”
1 Corinthians 3:6-7
“People have to have a long-term view. It’s not a running marathon; it’s a walking marathon. You’ve got to go at a very slow pace and not expect much in the first five to ten years,” he explained. “If you only do short-term missions with these people, you might not see anything happen. Whereas, if you’re there for 40 years, things move. They move so slowly—it’s like watching a very slow-growing tree. But after 40 years, you’ll see some growth.”
Today, Barrett and Charissa are based in the United States, serving with SIM USA and SIM Ethiopia. Barett has turned over leadership of the media project to a SIM missionary from that very ethnic group that he and Charissa have served among for 40 years. Barret continues spreading the gospel to this hard-to-reach nation through social media by working remotely to support and advise the team. Additionally, they provide spiritual guidance and support to refugees from this country who have resettled in the United States.
As they continue their ministry from the United States, Barrett and Charissa’s commitment remains steadfast. They extend their ministry beyond geographical borders, continuing to reach the people of the Horn of Africa through modern technology.
Their story illustrates how God is using alternate pathways to carry the gospel forward into places where official missionary presence is restricted. As the global church looks to the future of ministry, these technology-driven pathways in missions will play a critical, increasingly vital role in reaching the least reached.
*Names have been changed for the privacy and safety of our workers, ministry partners and those we serve.
Maggie Watts
Content Creator
I am a Content Creator with SIM USA. It is a joy to use writing and multimedia to glorify God and tell stories about how He is working around the world.