Over 33 million people are HIV positive and over 2 million die of AIDS every year. Yet still the Catholic Church condemns the use of condoms. Youth Against AIDS wanted to draw attention to the Church’s hardline stance on condoms, to increase awareness of prevention among the 14-30 target group, and to raise funds through donations.
The campaign used a powerful figurehead to bring the hard-hitting message all the way to the Vatican – and beyond.
FOR EVERY FACEBOOK 'LIKE', THE VIRGIN MARY SHED A TEAR – LIVE.
ABOUT THE PROJECT
A statue of the Virgin Mary was placed in a glass tank at a Hamburg art exhibition. Created by artist Stefan Strumbel, Crying Mary was designed to shed real tears for the suffering the Church could prevent. Every time a user pressed the Like button on the Youth Against AIDS Facebook page, a tear was released. As the water level rose, so too did the pressure on the Vatican. Crying Mary was streamed live on Facebook 24/7, so that users could watch each individual tear fall. And, of course, she could also be visited in person: at the CircleCulture gallery in Hamburg. Within 1 week, Crying Mary had created a huge impact – both online and off: The campaign reached over 112,000 people and created 10,000 new Facebook fans for Youth Against AIDS. It generated worldwide media attention and raised over 20,000 euros for Youth Against AIDS. Talks took place in schools and shopping centres. The debate even reached the German parliament. Branded condoms were handed out and donations were collected in person and via SMS. |
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