“I wanted to make it more accessible, he explains,
I added very contemporary elements in the way of photos, captions and quote boxes to make it easier
for the modern person to read and interact with the
text without being interrupted. I do understand that
those who are already Bible readers will miss certain elements, but this allows us to broaden our audience.
Its for the many, not the few.”

Earlier on, Söderberg, fix his sights on a target
audience of women 25 to 40—who tend to be
magazine readers. But after an exhibit showcasing
104 images along side biblical text, outside the Royal Dramatic Theater in Stockholm (where 10% of the country showed-up), he quickly realize that a far
broader audience including the secularized urban market, religious seekers and some believers had
now become interested.

Endorsed by The American Bible Society, this
Good News translation features iconic images of the likes of Bono, Martin Luther King, and Muhammad
Ali designed to move the reader from image to text.
“In the book of Mark, he explains, Mark talks about
the acts that Jesus did. So in our research, we asked
people who they though were individuals doing great
acts in the world and names like Bono, Mother Theresa and Princes Di came up. Our choices were not based
on the religious practices of these individuals, but
on the acts they did or do to make the world a better
place. To be clear, we are not saying that the acts
they do are as great as the acts of Jesus, but the
acts they do are good examples of what we can do
in the world.”

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