Forget the part that it came from EXAG. And remove the religious overtone from the video (which is what I did when I watched it).
To me it symbolized HOPE for those struggling with addiction/vices. The little girl represented innocence, and the photo represented what the afflicted person had the power to be. Throw in some hard work (i.e. the subtle reference to group/12-step sessions) and the afflicted can perhaps someday find serenity.