Youth against Aids

Not taking any hostages, these guys. Brutal, blunt and direct. I can see the desperation that inspired this move, but... it's... hmm.

From a purely advertising standpoint, it's brilliant - every tear represents a 'vote', but since there's no election, it's holding 'religion' to ransom, which is going to piss the mighty fuck out of a massive part of the audience.

Holding the sacrosanct image of the Virgin Mary to ransom in some kind of twisted version of The Saw, making your audience willing contributors to a drowning, that's perverse. 'She' has nothing to do with the idiots in the Vatican: run the same campaign with the vatican in a jar and you'll get my vote. This one is too troubling as it is, and likely to backfire spectacularly.

I admire the thought behind this, but you've chosen the wrong captive.

This new generation of "give a FB Like - see something happening physically" (instead of the tedious "like" to enter the trillionth competition) is interesting and very engaging.

Now, regarding the choice of a religious icon for the particular campaign, this is rather unfortunate.