CHICAGO — As a melting-pot faith that holds no creed and welcomes all comers, the Unitarian Universalist church hasn't always seen much need to evangelize.

But as the atheists, Christians, humanists and Buddhists in its pews grow older and with the church growing only at a trickle, the Unitarian Universalist Association of Congregations recently launched a national advertising campaign, with an ad in Time magazine and in the programs at 13 college football bowl games.

The Boston-based church also has dramatically expanded its number of campus ministries from a handful to more than 200, said the Rev. William Sinkford, association president.

"We have allowed this wonderful faith community to be the best-kept secret in town for too long," Sinkford said. "We have come to understand that we're called to make Universal Unitarianism available to those yearning for a liberal religious home."

But, notes the Rev. Dan Larsen of the Congregational Unitarian Church in Woodstock, Ill., "Even now, not everybody is real interested in attracting other people. They figure if someone is interested in what I'm doing, they'll come in." He said some fear losing the close-knit feeling if the church grows too large. But he supports the ads, even preaching how-to sermons on the topic.

The church has picked a handful of social issues where it wants to make an impact. Unitarians have pushed for broader acceptance of the gay, lesbian and transgender community, and includes them among its clergy. The church also lobbies for environmental protections and against the war in Iraq.

"We have a message and a philosophy that welcomes all, in times where there is a lot of polarization about religion," said the Rev. Nina Grey, of the First Unitarian Church in Chicago.

The church's year-end holiday services are a reflection of that inclusiveness, combining aspects of Kwanzaa, Christmas, winter solstice and Hanukkah.

But ideological inclusiveness can be a drawback for people who walk through the church's doors looking for ultimate truth.

"We're going to give you the opportunity to explore all the religious wisdom in all the world — and good luck," said the Rev. Jennifer Owen-O'Quill of Second Unitarian Church.