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SALT LAKE CITY -- The Church of Jesus Christ of Latter-day Saints launched a new phase of its "I'm a Mormon" campaign in New York City this week, after what the church calls "increased conversations about Mormons" taking place there.

The effort includes a large electronic billboard in Times Square, near where the satirical, Tony Award-winning musical "The Book of Mormon" is playing.

The advertisements, featuring church members with the statement, "I'm a Mormon," also appear on top of cabs, inside cabs and inside subways.

"Our church is known for our efforts to share our message," Elder Richard G. Hinckley, executive director of the Missionary Department, said in a news release. "During the past several decades we've used media focusing primarily on what we believe. This effort focuses more on who we are because of what we believe."

Generally, misconceptions arise as a result of inaccurate information. When people are better informed, misconceptions about us tend to diminish. –Elder Richard G. Hinckley

The ads refer people to the mormon.org website, where they can read the profiles of more than 30,000 Mormons, chat live with representatives who will answer questions about the faith, and watch dozens of videos giving a glimpse into the lives of Latter-day Saints from all over the world.

The campaign is designed to change stereotypes about Mormons and show the church consists of diverse people.

Church spokesman Scott Trotter said the campaign was tested in nine markets around the country last year and will launch in additional U.S. cities this fall.

Since 2000, LDS Church membership has increased by 75% to 78,000 members in New York state.

The Deseret News reports the "increased conversations" in New York presumably involve both "The Book of Mormon" musical and the media flurry around Mormon GOP presidential hopefuls Mitt Romney and Jon Huntsman Jr.

The paper says publicity over the musical actually boosted missionary efforts in New York before the church launched the "I'm a Mormon" campaign in the area.

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