The Problem with Luce

Bad Optics and Problematic Symbolism Show the Vatican is Still Completely Unaware of their Reputation Problem

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I’m not sad to be away from the “comment on every boneheaded thing the Vatican does” game. But every once in a while, something comes across my desk that warrants discussion.

This time, it’s Luce, the Kawaii little anime pilgrim girl who has been created by the Vatican as the “mascot of the 2025 Jubilee.”

Here is the creepy Archbishop Rino Fisichella — whom Benedict XVI transferred from his position as the President of the Pontifical Academy for Life in 2010 after pressure over Fisichella’s apparent legitimization of direct abortion — holding forth this child-like and childish creation:

As a Gen X former Catholic of 43 years, and someone who used to work in Public Relations, all I can say is: what the hell were they thinking???

On an ecclesiastical level, this has roughly the same optics as a guy in the back of a windowless white van using a puppy or some candy to lure kids into his trap.

Is the Vatican not aware that they have become synonymous with child sexual predation? Do they not understand how creepy this looks?

Others have noticed different things.

The pilgrim staff Luce carries is reminiscent of a wiccan stang, which Catholics became familiar with several years ago when Francis carried what appeared to be a stang at the open Mass of the Youth Synod:

Others pointed out that she is not only wearing a rosary around her neck like a necklace — something that was always frowned upon in the Catholic circles I grew up in — but that it’s a rainbow necklace, which feels like a wink and a nod to LGBT youth:

Others have pointed out that this is in fact a “World Mission Rosary” created by Archbishop Fulton Sheen:

And finally, many people have immediately associated the name “Luce” — which means “light” — with “Lucifer,” which means light bearer. In fact, I was telling my wife about this mascot, and when I said her name was “Luce” that was the first thing she said, “Oh, like Lucifer. Nice.”

Now, you can — and perhaps you should — explain these things away. But the fact that you have to tell people that these things aren’t dogwhistles means you’ve already lost that battle.

In the PR world, there is a saying: “Perception equals reality.” When you are dealing with issues of mass public perception, in practical terms, it doesn’t matter what the real story is. People are going to look at something, draw their conclusions based on existing biases and what they see, and move on. They’re not going to go seeking out your deeper, hidden meaning.

This is why PR is all about telling the story you want people to receive, intentionally and purposefully. You go out of your way to review messaging or imagery before it’s released and look for what the obvious reading of things might prompt people to conclude. Once a misperception spreads, it’s much harder to fight than never letting it get out there in the first place.

Admittedly, I’m incredibly surprised to see that criticism of “Luce” online is getting a lot of pushback from the under-30 crowd.

Initially, I thought this was aimed at children. But after a couple days of these interactions, I’m starting to realize this thing is zeroed in on Gen Z. They appear to be adamant defenders of this aesthetic and approach. And I’m not sure what to make of that.