sean o'malley joins us from his diocese. may i wish you a spiritually uplifting season of lent. >> thank you very much, martin. the same to you. >> now, what is the thinking behind this advertising campaign? >> well, our hope is that the advertising campaign coupled with initiatives in the parish of outreach and inviting will encourage people who have perhaps stepped away from the practice of the faith to realize that they are part of our family and we're anxious for them to participate in our communities of faith. >> now, some of the protestant denominations in america have seen an increase in church attendance, particularly the evangelical churches. but while 70% of catholics regularly attended mass during the '50s, that's declined to just 17%. now, why is that?