A controversial New Zealand church has rolled out a publicity stunt in time for Christmas - with a billboard showing the Virgin Mary holding a positive pregnancy test.
Auckland's St Matthews in the City Church launched its festive advertising campaign to 'avoid the sentimental and trite' and 'spark thought and conversation'.
Vicar Glynn Cardy said: 'It's real. Christmas is real. It's about a real pregnancy, a real mother and a real child. It's about real anxiety, courage and hope.
Controversial: St Matthew in the City Church in Auckland, New Zealand, has launched this billboard depicting Virgin Mary and a positive pregnancy test, on its building
'This billboard portrays Mary, Jesus' mother, looking at a home pregnancy test kit revealing that she is pregnant.
'Regardless of any premonition, that discovery would have been shocking. Mary was unmarried, young, and poor.
'This pregnancy would shape her future. She was certainly not the first woman in this situation or the last.'
It is not the first time St Matthews has provoked outrage with a promotional campaign.
In 2009, one of its billboards showed Mary and Joseph in bed with the tag line: 'Poor Joseph, God was a hard act to follow.'
Cardy added: 'As in the past it is our intention to avoid the sentimental, trite and expected to spark thought and conversation in the community.
Earlier work: The Church's first ad campaign in 2009 saw Joseph in bed with Mary
'This year we hope to do so with an image and no words. We invite you to wonder what your caption might be.
'Although the make-believe of Christmas is enjoyable - with tinsel, Santa, reindeer, and carols - there are also some realities.
'Many in our society are suffering: some through the lack of money, some through poor health, some through violence, and some through other hardships. The joy of Christmas is muted by anxiety.
'In this season we encourage one another to be generous to those who suffer, to give to strangers, and to care for all – especially those who have the least. Like the first Santa, St Nicholas did.
'We invite all who celebrate the season to hold these different strands of a real Christmas together: anxiety and joy, suffering and compassion, Santa and Jesus.'
The billboard, which was put up outside the church last night, will remain in place until Christmas Day.
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