5081

Mormons’ ad campaign may play out on the ’12 campaign trail

After Sunday worship in recent months, Mormon bishops around the country gathered their congregations for an unusual PowerPoint presentation to unveil the church’s latest strategy for overcoming what it calls its “perception problem.”


Top Mormon leaders had hired two big-name advertising agencies in 2009, Ogilvy & Mather and Hall & Partners, to find out what Americans think of the Church of Jesus Christ of Latter-day Saints. Using focus groups and surveys, they found that Americans who had any opinion at all used adjectives that were downright negative: “secretive,” “cultish,” “sexist,” “controlling,” “pushy,” “anti-gay.”

Read the rest of this story at nytimes.com
Comments and feedback can be sent to feedback@ldsliving.com