The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.
I'm adamantly opposed to proselytizing. There are 91 different names for God in the Bible. I take that to mean that there are multiple ways of thinking of God, of connecting to His teachings. Different paths, same destination. With the advent of the Internet we've been given the gift of information at our fingertips. Telling another or even suggesting that their way of believing is wrong is to attack their identity, their very essence. There's another group who proselytize whom I find just as objectionable: Atheists. From the New Atheists to Militant Atheists.
The San Francisco based startup Secret (that was founded by two former Google and Square employees) is getting tons of attention, followers and fans. In short, you can write anything that's on your mind, add photos or colors to the background and customize this content while being able to share it, free of judgment, and without attaching any of your personal information or profile to it.