I'm a Mormon

''I'm a Mormon'' was an advertising and outreach campaign by the Church of Jesus Christ of Latter-day Saints from 2010 to 2018 that aimed to combat stereotypes and misconceptions about the church by featuring short profiles from church members (also known as Mormons).

Campaign

Short video clips began airing on American television beginning January 2011, expanding by October to a television, bus and billboard campaign in 12 US cities and Brisbane, Australia. The executive director of the campaign was Stephen B. Allen. In 2013 the campaign was extended to Ireland and the UK with ads on double-decker buses and the internet, said to be in response to the opening of the musical ''The Book of Mormon'' in London. In Melbourne during the 2017 run, the Church advertised at Southern Cross railway station and elsewhere in the city, as well as on television.

The campaign emphasized facts about LDS Church membership through cultural and racial diversity of individuals profiled, representing (in 2011) more than a million claimed LDS members in Mexico and Brazil each, and nearly as many in Asia. The campaign included cooperation from lay members of the church who were encouraged to create a profile on the church website to tell about their Mormon faith and answer common questions. The campaign has been subject of scholarly articles concerning its relationship with Mormonism and women.

The campaign did not air in Iowa, South Carolina or Florida during the 2011 Republican presidential primary season to avoid causing controversy around LDS candidates Mitt Romney and Jon Huntsman.

In October 2018, the President of the Church Russell M. Nelson said that the use of nicknames such as ''Mormon'' was "a major victory for Satan." The outreach campaign thus ended.

Notable participants

The following people have appeared as spokespeople in the campaign.
*Alex Boye, musician
* Elaine Bradley, musician
* Rose Datoc Dall, Filipina-American painter
* Ron Dittemore, former NASA flight director; president of ATK Launch Systems
*Brandon Flowers, musician
* Larry Gelwix, rugby coach
*William Hopoate, athlete
* Jane Clayson Johnson, television anchor
*Gladys Knight, singer and actress
*Chad Lewis, athlete
* Mia Love, former member of U.S. Congress

* Rob Morris, athlete
*Lacey Nymeyer, athlete
*Alan Osmond, musician
* Gabe Reid, athlete
* Jon Schmidt, musician
* Mitch Smith, athlete
*Lindsey Stirling, musician
* Bruce Summerhays, pro golfer
* Patrice Tipoki, musician and actor
* Paora Winitana, athlete
* Jason F. Wright, author and commentator
* Norman Tolk, physicist

Further reading

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References

External links

Official website
(churchofjesuschrist.org)

{{Latter-day Saints

2011 in American television
Advertising campaigns
Media of the Church of Jesus Christ of Latter-day Saints
American advertising slogans
2011 introductions