In 2010, the Church of Jesus Christ of Latter-day Saints (LDS) launched its “I’m a Mormon” campaign to dispel misconceptions about its members, countering less-than-flattering depictions by entertainment-industry products, namely HBO's Big Love and the Broadway musical Book of Mormon. The effort initially entailed TV, Web display, social media, bus wraps and cab-topper ads, while pushing the church’s Mormon.org site nationwide.
But when LDS member Mitt Romney’s presidential bid hit stride during the GOP primaries last year, the church decided to significantly reel in the initiative, according to Eric Hawkins, media rep for the church.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in