The ads are part of a new campaign that encourages Mormons to make profiles and share stories about their faith at Mormon.org. Minneapolis' WCCO-TV reports that the ads are airing in Baton Rouge, La.; Colorado Springs, Colo.; Jacksonville, Fla.; Pittsburgh; Rochester, N.Y.; Oklahoma City; St. Louis; Tucson, Ariz.; and Minneapolis.
According to Joel Campbell, a Mormon journalism professor at Brigham Young University who is researching the ad campaign, the Utah-based Church of Jesus Christ of Latter-day Saints had a TV ad campaign three years ago that tried to explain Mormon beliefs. Research showed that the ads were too "sophisticated" and viewers weren't getting the message.