It is pretty well established that women are more likely to be regular churchgoers than men. The current discrepancy, while noticeable, is not yet huge but it has to be disturbing to the church hierarchy because in America, as soon as something is seen as essentially a feminine activity, a lot of men will drop off simply for fear of appearing to be wusses. And if one parent regularly skips church, children’s church going habits are likely to be affected as well.

Stephen Colbert takes a look at one enterprising Baptist preacher who has decided to take a novel approach to getting men back in the pews by appealing to their manly instincts.

(This clip aired on March 10, 2014. To get suggestions on how to view clips of The Daily Show and The Colbert Report outside the US, please see this earlier post. If the videos autoplay, please see here for a diagnosis and possible solutions.)