“I’m a Mormon” adverts first ran in selected cities in the United States in 2010. A similar campaign to the one running in London was centred in New York City’s Times Square in 2011. Both of these campaigns coincided with the launch of The Book of Mormon Musical in each respective city.
“There is a great amount of interest in Mormons right now in the UK and Ireland,” said Church leader Elder Clifford Herbertson. “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.”
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