remedio con su misericordia. Roguemos al Señor.

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Why it worked

The video captures a shocking, tragic, and rare real-life event, which naturally drives high engagement through its visceral and distressing nature.

Summary

A priest in Guayaquil, Ecuador, was struck and killed by a falling crucifix during a livestreamed Mass. The video captures the moment of the accident and the subsequent reaction of those present.

Structure

1Priest conducting Mass
2Crucifix falls on priest
3Onlookers call for help

On-screen text

Warning: Distressing video Crucifix falls and kills priest during livestreamed Mass

Transcript

remedio con su misericordia. Roguemos al Señor. Padre! Llamen una ambulancia, padre! Padre! Padre! Llamen una ambulancia, padre!

Original caption

A wooden crucifix fell from a wall and crushed a priest against the pulpit during a livestreamed Mass in the Ecuadorian city of Guayaquil. Rev. Patricio Alfredo Sánchez Molinari died Saturday, the Archdiocese of Guayaquil announced. #ecuador #guayaquil