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. 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 more than a million claimed LDS members in Mexico and Brazil each, and nearly as many in Asia. 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 people

The following people have appeared as spokespeople in the campaign.