LifeWay President and CEO Thom Rainer apologized for a LifeWay Vacation Bible School program that has been criticized for being offensive to Asian-Americans. Rainer’s apology at the Mosaix conference in Long Beach, Calif., on Nov. 6, addressed the controversy surrounding the “Far Out Rickshaw Rally: Racing to the Son” VBS program, which was derided by critics upon its release a decade ago as promoting racial stereotypes.

“Ten years ago LifeWay’s Vacation Bible School material used racial stereotypes that offended many in the Asian-American community,” Rainer said in a video apology played at the gathering of more than 1,000 multiethnic church leaders. “I wasn’t part of LifeWay then, but I am now. And I’ve recently learned that decade-old offense is still a point of hurt for some.”

“As president and CEO of LifeWay Christian Resources, I want to apologize,” he added. “I am sincerely sorry stereotypes were used in our materials, and I apologize for the pain they caused.”

Several Asian-American leaders responded to the apology, including Paul Kim, pastor emeritus of Antioch Baptist Church in Cambridge, Mass.

“I want Dr. Rainer to know I accept his apology with deep gratitude on behalf of our Asian community and desire we move forward for the Kingdom’s service together,” Kim said. He and a group of Asian-American pastors will meet with LifeWay’s leadership in early 2014 to continue the conversation and discuss next steps.

Asian leaders who attended the conference included Ray Chang, pastor of Ambassador Church in Brea, Calif., and Asian-American coordinator for the Evangelical Free Church, who agreed that “LifeWay’s apology is a step toward healing.”

Soong-Chan Rah, a professor of church growth and evangelism at North Park Theological Seminary in Chicago, told conference attendees the apology allows wounds caused by the VBS stereotypes to start healing.

“I am so thankful for LifeWay, in their words this morning, in a public setting, to say ‘We were wrong,’” he said. “I am so thankful because now the healing can begin and the reconciliation we have not been able to have can begin.”

LifeWay also pledged to continue to train staff members in being culturally sensitive so the publisher’s resources treat all people with respect.

Rainer concluded his apology by promising to “lead our executive leadership staff to engage in dialog and conversation with ethnic leaders, that we might go forth together to strengthen believers and reach people in North America and around the world.”

Ed Stetzer, president of LifeWay Research, introduced the apology during his presentation at the Mosaix conference on cross-cultural communication—which, he said, can often go awry as in this case.

“When that happens, the best thing to do is say you are sorry,” Stetzer said. “Apologize quickly. Trust Jesus.”

Stetzer said LifeWay was trying to live out that ideal in its apology. He was thankful for the gracious response the apology has received.

“I’m thankful Dr. Rainer wanted to share this apology. I’m also thankful it includes actions and next steps. We’re still learning.”

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