Mormon PR campaign goes national

You might remember a post about the Mormon ad campaign I spotted in New York a couple months ago. Today, the New York Times reports that the campaign is going national: Mormon ads

After Sunday worship in recent months, Mormon bishops around the country gathered their congregations for an unusual PowerPoint presentation to unveil the church’s latest strategy for overcoming what it calls its “perception problem.”

Advertisement

Top Mormon leaders had hired two big-name advertising agencies in 2009, Ogilvy & Mather and Hall & Partners, to find out what Americans think of the Church of Jesus Christ of Latter-day Saints. Using focus groups and surveys, they found that Americans who had any opinion at all used adjectives that were downright negative: “secretive,” “cultish,” “sexist,” “controlling,” “pushy,” “anti-gay.”

On seeing these results, some of those watching the presentation booed while others laughed, according to people at the meetings. But then they were told that the church was ready with a response: a multimillion-dollar television, billboard and Internet advertising campaign that uses the tagline, “I’m a Mormon.” The campaign, which began last year but was recently extended to 21 media markets, features the personal stories of members who defy stereotyping, including a Hawaiian longboard surfing champion, a fashion designer and single father in New York City and a Haitian-American woman who is mayor of a small Utah city.

Read the full article here.

(Image: A photo of the ad in Times Square I took with my iPhone. The shot is taken from Duffy Square, named for Catholic chaplain Fr. Francis P. Duffy.)

Comments are automatically closed two weeks after an article's initial publication. See our comments policy for more.
ed gleason
6 years 8 months ago
And when will it appear in the media that Catholic marriage literature and instruction calls Mormonism a cult without valid baptism? And will Wild Bill Donahue be the national spokesperson on this?  

Advertisement

The latest from america

A woman who told police that she and her family were from Sudan is taken into custody by a Royal Canadian Mounted Police officer after arriving in February 2017 by taxi and walking across the U.S.-Canada border into Quebec. (CNS photo/Christinne Muschi, Reuters)
Canada is not innocent when it comes to immigration policies that have the potential to hurt individuals and divide families.
Dean DettloffJuly 13, 2018
In this June 6, 2018, photo, President Donald Trump's Chief of Staff John Kelly attends a briefing on this year's hurricane season at the Federal Emergency Management Agency Headquarters in Washington. (AP Photo/Andrew Harnik)
The private letter, sent more than a year ago, may have had changed Mr. Kelly’s mind for a time.
J.D. Long-GarcíaJuly 13, 2018
May the best team win. Actually, may Croatia win, argues Travis Timmons.
Travis Timmons July 13, 2018
The Cathedral of St. Mary in Toledo, Spain (photo: Wikimedia)
Darker layering shapes the tourist experience in ways that are not always apparent or transparent.
Menachem WeckerJuly 13, 2018