The St. Matthew's 'Mary's Positive Pregnancy Test' Billboard Is Super Brazen

By: Regan Canie - Published: Dec 20, 2011 • References: & adweek
'Tis the season for serious shockvertising, made obvious by the St. Matthew's 'Mary's Positive Pregnancy Test' billboard that has recently sparked some controversial conversation.

St. Matthews-in-the-City is a prominent Anglican church located in Auckland, New Zealand that is not opposed to pushing boundaries when it comes to campaigning its beliefs. Just in time for the Christmas season, this billboard featuring Mary holding a clearly positive pregnancy test while covering her mouth in disbelief has just been released and the reactions are mixed, to say the least. The aim of the billboard was to humanize Mary as she was unmarried and unprepared for her unexpected pregnancy so more women can relate can relate without feeling shame.

The St. Matthew's 'Mary's Positive Pregnancy Test' billboard has certainly caused some drama but isn't that a mark of success in advertising? Amen! Stats for Edgy Ecclesiastic Ads Trending: Older & Warm
Research: 3,664 clicks in 231 w
Interest: > 3 minutes
Concept: St Matthews Marys Positive Pregnancy Test
Related: 85 examples / 65 photos
Segment: Neutral, 12-55+
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