This article was about 'Life-Choice Evangelists', a term coined by Oliver Burkman for who feel trapped as a result of their life choices, and therefor promote their way of life in an attempt to convince everybody (including themselves) that it is the right choice for all.
The image conceptually plays with the idea of people promoting this happy perfect version of their life. The everyday mundane chores are hidden in the darkness. The viewer has to look harder at the image to see the less than idilic side to the protagonist's life choices.
The image takes reference from religious imagery to relate back to Burkman's choice of phrasing.