I was driving down 4th Avenue South in Minneapolis last week and noticed an unusual bus stop bench. It had a blue bar across the top that said “What if….” and underneath that “www.jacobs-well.net.”

Being in Minnesota, I immediately thought of Jacob Wetterling. Was this some grand conspiracy theory using outdoor marketing channels? Of course, I had to go check, which I bet you did, too.

A church, who knew? How wrong is that? Not that it’s a church, rather, that it pushes the bounds of ethics in marketing. How could someone in Minnesota not thing that bus bench referred to Jacob Wetterling?