(December 17, 2010 - by Harold Goerzen) After years of producing cutting-edge Christian radio programs that appeal to a secular audience, staff members at HCJB Global-UK will be honored by the National Religious Broadcasters (NRB) for their creative efforts.

"It is my great pleasure to officially inform you that Whistling Frog Productions [HCJB Global-UK's radio program production department] has been awarded the 2011 NRB Media Award for International Innovation," stated NRB President Frank Wright in a press release. "This decision is based on a thorough review and judging by the NRB international committee."

The presentation will take place at NRB's 68th annual convention, in Nashville, Tenn., Feb. 26-March 1, 2011. This award is presented to an organization based outside the U.S. that "excels in innovative uses of electronic media in the proclamation of the gospel of Christ."

"Whistling Frog is not just a clever name," said HCJB Global President Wayne Pederson. "It represents some of the most engaging and unique radio spots I've heard. In our secular, post-Christian culture, it's this kind of non-traditional creativity that will connect with people whose minds are far from God. I'm so impressed with the strategy and creativity of the Whistling Frog team."

HCJB Global-UK Director Colin Lowther said the team's success may be "because we're trying to do something a little different than other Christian broadcasters. I suppose we could easily settle for placing our programs onto Christian stations, but then the lost would never hear them. Instead, we push the doors of mainstream commercial radio stations and are often surprised at the welcome we receive."

"We don't do sermons or messages or Bible studies," he explained. "And I guess the humor, the cutting-edge material and the use of secular music and themes sets us slightly apart. But I would love to see lots of other Christian groups doing what we do! The opportunities are out there, but sadly, the Christian church often looks down on the secular media and sees them as a lost cause. In our experience it certainly is not a lost cause!"

Lowther added that the eternal impact of the programs will never be known in this life. "But to be singled out as innovators is a wonderful confirmation of our vision-to be the Voice of Jesus to those who just don't want to hear from God. Often the only way in is to 'sneak up on them' on their favorite radio stations!"

Members of the Whistling Frog Productions radio team have won more than 30 awards for their commercial radio material throughout the years, recognized by British organizations such as the Jerusalem Trust and the Sandford St. Martin Trust, but this is the first time the staff has won an international award.

"Our programs are played on secular radio stations; therefore, we receive very little feedback as to how the material is being received by the audience," Lowther said "To receive an award such as this encourages the team as others in the Christian media world recognize what we are trying to achieve in a very difficult mainstream environment."

Sources: National Religious Broadcasters, HCJB Global