Mormons Use Big Ad Campaign to Counter 'Cultish' Perceptions

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.”

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.

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Posted in * Culture-Watch, * Economics, Politics, * Religion News & Commentary, Media, Mormons, Office of the President, Other Faiths, Politics in General, Religion & Culture

2 comments on “Mormons Use Big Ad Campaign to Counter 'Cultish' Perceptions

  1. Pb says:

    I am surprised no one said anything about heresy. That is my main problem.

  2. Capt. Father Warren says:

    You don’t even have to start with Heresy. You can start with occult practices, like scrying, the occult practice of seeing things in mediums. This is what Joseph Smith did to dictate the Book of Mormon. The whole witness of the Bible is against the practice of divinations and for the witness of divine prophecy.

    Having that out of the way, then you can move on to heresy.

    May I recommend Fritz Ridenour’s great book, “What’s the Difference”? which discusses Mormonism and many other belief systems.