2012 was called the “Mormon Moment" because of high-profile Mormons and Mormon themes appearing in politics, sports, pop culture, and, yes, even religion. Being at the forefront of public consciousness drew great interest to the beliefs and members of the Mormon Church. Rather than allow others to define us, we set out with this campaign to ensure that public messaging about Mormons accurately represented our beliefs and practices.The Church of Jesus Christ of Latter-day Saints (more commonly referred to as the Mormon Church or LDS Church) is a Christian religion that believes, first and foremost, that Jesus Christ is the Savior of the world and the Son of God. Members of the LDS Church are united by a commitment to Jesus Christ and to live His teachings. Our site, Mormon.org, explains our beliefs by telling the stories of the lives of our members (Mormons) and how our faith affects them through a campaign called “I’m a Mormon." The ultimate purpose of The Church of Jesus Christ of Latter-day Saints is to bring others to a knowledge of Christ and better understand His love and plan for everyone. We follow Christ’s Biblical directive: “Go ye into all the world, and preach the gospel to every creature" (St. Mark 16:15). The Mormon.org/“I’m a Mormon" campaign was created to dispel misconceptions about Mormons, increase awareness of the Church, and improve public perception of the Church and its members. Throughout this campaign, we have featured individuals rather than the institution. Mormon.org presents unscripted, personal profiles and answers to questions from everyday Mormons. This campaign is about people and a message. Since Facebook is similarly focused around people, we took our “I’m a Mormon" campaign to the world’s largest social network, allowing the organization of the Church and individual members to personally interact with people not of our faith. Mormons and Facebook users of many other faiths have communicated in a public yet one-on-one setting—sharing thoughts, building beliefs, and responding to individual questions. The content on our Facebook page, our Mormon.org homepage and other social sites promotes discussion between individuals. We want to help people understand what we stand for and believe, and have provided resources for Mormons to share information about their faith with their friends. Weekly, our page reaches tens of millions of Facebook users all over the world. Our content consists of status updates teaching about our beliefs, videos introducing Mormons from around the world, links to our external pages, thoughtful questions, graphics (created exclusively for our Facebook page) with quotes from Church leaders on Mormon beliefs, and more. Religion is generally considered a taboo topic for discussion, but by using Facebook, we have broken down that taboo in the social space, generating and hosting conversation in the midst of the “Mormon Moment."
www.mormon.org www.twitter.com/mormonorg www.youtube.com/mormon www.google.com/+mormon
