Activism > Advertising

Summary. The Mormon Church recently launched a new promotional high definition (HD) video campaign that conveys the diversity and individuality among its members. These videos and others are featured on the Mormon Message YouTube channel.

Review. Advertising is like a good book, and to be effective, it needs to capture the viewer immediately from the beginning to compete with other sources vying for attention. These videos are well done, and should effectively convey a positive portrayal of everyday Mormons to help address any public image of Mormons being extremely religious, sectarian, or unrelatable. The videos are fun and inviting.

Format. The format of the videos is for each person to describe who they are and what they do, without really mentioning religion until the very end when they conclude the video with the statement “… and I’m a mormon.”

Application. You can imagine these videos being part of any promotional campaign for a product, service, company, cause, or organization. The template is exceptional. Step #1: Find interesting people. Step #2: Make very high quality colorful videos of each person telling their story. Step #3: Conclude the video with the person endorsing whatever it is  you’re trying to promote. These videos could have just as easily concluded with “… and I wear Nike” or “… and I use an Apple computer.”

Background. The Mormon Church has long had a strong web-presence with the LDS.org and Mormon.org websites. The Mormon.org website offers expanded profiles of Mormons with inspiring stories about everyday people. Below are sample videos from the campaign.

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