Item Detail
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27572
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0
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0
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English
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"I am a Mormon" campaign : video analysis
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Provo, UT
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Brigham Young University
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Honors Thesis
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The "I am a Mormon" campaign for The Church of Jesus Christ of Latter-day Saints is an innovative marketing and communications movement designed to show diversity and break stereotypes of Mormons. The 67 mormon.org videos feature members of The Church of Jesus Christ of Latter-day Saints who vary in their interests, ethnicities, careers and backgrounds and have a central core of love for their families, their faith, their God, their lives and being a Mormon.
This thesis investigates the effectiveness of The Church of Jesus Christ of Latter-day Saints in framing videops for the "I am a Mormon" campaign that meet the campaign's goals to dispel myths and stereotypes about Mormons and portray the corporate reputation the church envisions.