20,000 boxes packaged to look like cardiac pills called ‘Misericordina,’ but actually containing a rosary and instructions for use in four languages (Italian, English, Polish and Spanish), were distributed at the papal audience on Sunday, November 17. Pope Francis joked that ‘some might think the pope is now a pharmacist, but this is medicine for the heart.’
The metaphor of medicine applied to prayer and sacrament is actually a clever one: one takes pills in faith that they will heal a complaint. But the liturgical meaning of the initiative has taken second stage. In an interview with La Repubblica, Alberto Mattiacci, representative of Società Italiana Marketing, says that it brings faith to the superficial level of a consumer object.
While marketing experts may denounce repackaging prayer through the methods of guerrilla marketing, the reactions on social media range from positive to amusing, but certainly not negative. Misericordina demonstrates this pope’s ability to connect with the crowd using contemporary language and creating conversation.
In other #popenews, ANSA news agency has launched an IOS and Android app called ‘Papa Francesco News’ to keep on top of all pope-related information. See, the pope is viral!
