St. Vincent de Paul - are you talking to me?

And here it happens again, a nicely produced ad with good visual imagery goes astray somewhere between client intervention, lack of focus and absoloutely no direction when it comes to the target audience. We have an ad about Societe St. Vincent de Paul, shot locally, with french tossed in, and English overimposed then with an Arabic line. Oh and it talks about Frederick not Vincent. It took me a while of rummaging the net to understand who Frederick is (the founder, Frederick Ozanam).
And if this is still not confusing, then.. Who is this ad destined to? I could be the prime target audience for it - a middle class Christian Maronite male. But it certainly leaves me cold. No, it leaves me confused.