PR Play of the Week - Vatican: Let’s all party like Popes

Watch MTV or read Spin magazine nowadays and it’s easy to get the impression that most kids continue to groove to the ’60s mantra of sex, drugs and rock ’n roll. There’s just no room, it seems, for God faith and all that other spiritual stuff on their agenda.

Watch MTV or read Spin magazine nowadays and it’s easy to get the impression that most kids continue to groove to the ’60s mantra of sex, drugs and rock ’n roll. There’s just no room, it seems, for God faith and all that other spiritual stuff on their agenda.

Watch MTV or read Spin magazine nowadays and it’s easy to get the

impression that most kids continue to groove to the ’60s mantra of sex,

drugs and rock ’n roll. There’s just no room, it seems, for God faith

and all that other spiritual stuff on their agenda.



But Pope John Paul II and the Vatican used World Youth Day to send a

powerful reminder that many of today’s kids are seeking more than just

the momentary thrills dished out by the purveyors of pop culture.



Over two million young Catholics attended a mass held in Rome last

Sunday - billed as the ’Catholic Woodstock’ - to hear the Pope urge them

to ’build a future worthy of the human person.’ The event proved a wild

success.



Even the US - home of Jerry Springer - sent 17,000 young people to the

massive rally.



’World Youth Day is a very powerful demonstration that there are

literally millions of young people looking for something more than what

our popular culture offers to them,’ said Joseph Zwilling, director of

communications for the Archdiocese of New York.



According to Sister Mary Ann Walsh, spokesperson for the National

Conference of Catholic Bishops, the Pope has recognized this. ’Whenever

the Pope visits a country, he insists on meeting young people,’ she

said.



While cynics may chide the church’s youth-centric attitude as little

more than sound marketing strategy, the numbers generated in Rome

indicate to Zwilling and Sister Mary Ann that there is more of a thirst

for faith than realized. Indeed, both said the value of World Youth Day

goes far beyond media hits.



But Zwilling thinks more spin control may be in order: ’One of the

things that bothered me is the media’s use of the moniker ’Holy

Woodstock.’’ After all, he claimed, the kids were there to pray as well

as party.





Nominations for PR Play of the Week should be sent to news@prweekus.com.



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