Billboard takeover in Times Square celebrates the birth of Christ

On Nov. 27, as people were going about their business in Times Square, billboards went dark at the same time to reveal the scene of the nativity and silent night played over loudspeakers.

The billboard takeover marked the beginning of the Light the World initiative that the Church has been doing for several years in coordination with other charitable organizations to donate to those in need.

Video of the billboards went viral on Saturday.

Multiple people posted on X about the Christmas video’s significance.

Jack Posobiec commented, "This year, for the first time, all 27 billboards of Times Square went dark in NYC, and then lit up with the story of the Birth of Christ."

Matt Wallace chimed in as well, posting, "For the first time ever, a breathtaking message of Jesus’s birth and love is displayed for Christmas :) Remarkable to see the unexpected joy in people’s faces."

As part of the Light the World Campaign, the Church of Jesus Christ of Latter-day Saints has sponsored vending machines that are instead called Giving Machines.

The machines allow you to donate in order to buy others food, clothes, and other basic necessities.

There are 41 locations for the machines in many different parts of the United States. Other locations around the world include Australia, Mexico, the Philippines and many other nations.