LDS Church launches 'I'm a Mormon' campaign in UK, Ireland

LDS Church launches 'I'm a Mormon' campaign in UK, Ireland


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LONDON — Following the success of the American campaign, The Church of Jesus Christ of Latter-day Saints launched "I'm a Mormon" across the pond in the United Kingdom and Ireland.

In London, 250 double-decker buses and 10 tube stations will feature "I'm a Mormon" advertisements through the beginning of May. Throughout the remainder of 2013, the campaign across the U.K. and Ireland will be Web-based.

“There is a great amount of interest in Mormons right now in the U.K. and Ireland,” said church leader Elder Clifford Herbertson in a piece for Mormon Newsroom. “People are asking the question, ‘Who are the Mormons?’ and when people are asking questions, we want to be here to provide them with the answers of how and why we follow Jesus Christ.”

The integrated media campaign, which features everyday members of the LDS Church talking about who they are and why they love their Mormon faith, first launched in select cities across the United States in 2010. Since 2012, the church has produced 155 video portraits of Mormons as part of this campaign. In addition, there are more than 130,000 profile pages on mormon.org created by individual Mormons who want to share their faith.

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According to Mormon Newsroom, "The campaign is built on the premise that people come to best know and understand The Church of Jesus Christ of Latter-day Saints by getting to know its people."

“When people get to know a member of our faith, misperceptions and misunderstanding quickly disappear and are replaced by mutual respect and friendship," Elder Herbertson said.

The latest campaign features Mormons from the U.K. and Ireland in text, photos and video. The advertisements invite viewers to “ask a Mormon,” and include statements of faith by Mormons such as, “Jesus Christ is my compass,” and, “When I lost my way, God helped me find it.”

The ads refer viewers to mormon.org.uk, a version of the LDS Church’s mormon.org website specifically for the U.K. and Ireland. Mormon.org.uk has an official Facebook page at facebook.com/mormon, which has amassed already more than 1.5 million "fans" worldwide. The church invites anyone with questions to "ask a Mormon" via the mormon.org websites or Twitter at twitter.com/askamormon.

There are more than 188,000 LDS Church members throughout the United Kingdom and Ireland. Church roots in the country date back to 1837, when missionaries first arrived in England, according to Mormon Newsroom.

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Lindsay Maxfield

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