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Just in time for Holy Week, the Roman Catholic Church of Montreal is sending a message with political overtones via a controversial highway billboard that reads, "Faites votre prière" ("Say your prayers"). The board, created by ad agency Bos, greets motorists as they approach the Champlain Bridge, which spans the St. Lawrence River and connects Montreal to its southern suburbs. The 50-year-old span is badly in need of repair, and local debate rages over funding a fix or building a replacement.
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