From Bus Ads to the City Dump: Mongolia’s Campaign Breakthrough

A Visit with a Buddhist High Priest

Buddhism is traditionally the dominant religion in Mongolia. The local campaign team arranged a visit with the highest spiritual leader in the country. The high priest happened to own a significant number of the buses in the city’s transport department.

Campaign ads had been successfully placed on the buses with QR codes. By activating the QR code, passengers would see campaign videos with life-changing stories on their phones. With many passengers spending several hours a day on buses to and from work in the mornings and evenings, we had a captive audience.

While visiting the high priest, we were offered tea as we were chatting. (No recording was allowed.)

What is the purpose of the campaign?

Without warning, the high priest suddenly turned to Hannu and asked him as the only foreigner of the group: “What is the ultimate goal of this campaign?” Tension momentarily filled the air. A wrong answer could significantly damage our intended mission.

Hannu quickly prayed to God for wisdom, for the right words and immediately had the words to speak.

“In the Holy Book, the Bible, Doctor Luke in his Gospel tells the parable about the lost sheep and the lost silver coin. A shepherd had 100 sheep and one of them went astray in open country. He of course leaves the 99 and goes after the lost sheep until he finds it. And when he finds it, he joyfully puts it on his shoulders and invites his friends and neighbours on his return saying: Rejoice with me! I found my sheep which was lost. Jesus said this is the same way it is in heaven. There will be more rejoicing when the lost sheep is found than over the 99 who weren’t lost.

In another parable a woman had 10 silver coins and loses one. So she lights her lamp, sweeps the floor, and searches carefully until she finds it. And when she finds it, she too calls her friends and neighbours together and says: Rejoice with me! I found my lost coin. The same way, angels of God rejoice over one who has been lost and is found.”

“There are thousands and thousands of Mongolians, who have lost their way and don’t know how or have the strength to return to the normalcy of life. Alcohol, drugs, and crises in life have led them astray. Many have lost their desire to live, and with no hope, contemplate suicide. The campaign message invites them to return to the fullness of life that is worth living. This is the goal of this media mission.”

The Buddhist high priest had been listening intently without interruption and finally replied: “But this is exactly what our nation needs!” and moments later added: “We will continue your soon-expiring bus advertising contract into December!” The Holy Spirit was present and had spoken to the high priest. The media campaign was given an important extension and additional visibility in the capital city bus transit system.

When the Campaign Reached the City Dump

Winter in Mongolia can be brutal—Ulaanbaatar has dropped to -27°C—and for families living on the outskirts of the city in conditions reminiscent of landfills, survival becomes a daily fight. In their religious worldview, many believe the most “compassionate” response is to let suffering run its course so a person may earn a better life next time around—leaving these families unseen and without help. Local leaders shared that about 300 people live and work on the dump, and roughly 80% of the adults struggle with alcoholism. In a striking moment, a local pastor discovered that one of the campaign book’s “heroes” had actually grown up there—on the dump—which convinced him he had to join the campaign.

As a result of the campaign, churches mobilized practical compassion alongside Gospel outreach. On October 31, teams distributed 100 packs of warm clothing, 500 kilograms of flour, 100 hot lunches, and 200 packages of soap, along with 200 campaign books—meeting urgent needs while placing life-changing stories directly into people’s hands. Churches then received permission from parents to run children’s camps in January, planning two four-day camps to serve 100 children, with each child receiving warm clothing (about $100 per child). Church teams also organized a Bible day camp specifically for children living on the dump, bringing hope and the Gospel to young hearts often overlooked.

Ministering to children who live with their families on the city garbage dump.

These children have had a hard life. When their parents are too sick to work, sorting garbage, the children take their place.

Thanks to your support, we were able to bring these children a completely different message than the one that they have heard their entire lives. We were able to bring them the message of Jesus’ love and God’s grace.

Where Buddhism says, “May you always get exactly what you deserve!”, Christianity says the exact opposite.

Grace says, “May you get exactly what you don’t deserve… the free gift of life… life to its fullest.”

Let this video of that blessed day warm your heart. You made this possible for these 45 children.