‘I’m a Mormon’ Advertising Campaign Seeks to Improve Image

THE NEW YORK TIMES
By Laurie Goodstein

The campaign, which uses the tagline “I'm a Mormon,”
has recently been extended to 21 media markets, including Seattle, above.

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. [link]