I'm a Mormon was an educational, advertising and outreach campaign bythe Church of Jesus Christ of Latter-day Saints from 2010^[1] to 2018 that aimed to address stereotypes and misconceptions, attempting to educate non-members about the church, by featuring short profiles from church members (also known by the nicknameMormons).

Short video clips began airing on American television in January 2011, expanding by October to a television, bus and billboard campaign in 12 US cities and Brisbane, Australia.^[2][3][4][5] The executive director of the campaign wasStephen B. Allen.^[2] In 2013, the campaign was extended to Ireland and the UK with ads ondouble-decker buses and the internet,^[6] said to be in response to the opening ofThe Book of Mormon musical in London.^[7] InMelbourne during the 2017 run, the church advertised atSouthern Cross railway station and elsewhere in the city, as well as on television.^[8]

The campaign emphasized facts aboutLDS Church membership through cultural and racial diversity of individuals profiled, representing (in 2011) more than a million claimed church members in Mexico and Brazil each, and nearly as many in Asia.^[2] The campaign included cooperation from lay members who were encouraged to create a profile on the church website to tell about their faith and answer common questions.^{[citation needed]} The campaign has been subject of scholarly articles concerning its relationship withMormonism and women.^[9]

The campaign did not air in Iowa, South Carolina or Florida during the2011 Republican presidential primary season to avoid causing controversy around Latter-day Saint candidatesMitt Romney andJon Huntsman.^[2]

In October 2018,church presidentRussell M. Nelson said that the use of nicknames such asMormon was "a major victory for Satan."^[10][11][12] As a result, the campaign was discontinued and the mormon.org website was shut down, removing the user generated content and stories.

The following people have appeared as spokespeople in the campaign.

• Alex Boye, musician^[13]
• Elaine Bradley, musician^[14]
• Rose Datoc Dall, Filipina-American painter^[15]
• Ron Dittemore, former NASA flight director; president ofATK Launch Systems^[16]
• Brandon Flowers, musician^[2][13][17]
• Larry Gelwix, rugby coach^[13]
• William Hopoate, athlete^[13][8]
• Jane Clayson Johnson, television anchor^[13]
• Gladys Knight, singer and actress^[2]
• Chad Lewis, athlete^[13]
• Mia Love, former member of U.S. Congress^[18]
• Rob Morris, athlete^[13]
• Lacey Nymeyer, athlete^[13]
• Alan Osmond, musician^[13]
• Gabe Reid, athlete^[13]
• Jon Schmidt, musician^[13]
• Mitch Smith, athlete^[13]
• Jason Smyth, athlete^[19]
• Lindsey Stirling, musician^[20]
• Bruce Summerhays, pro golfer^[13]
• Patrice Tipoki, musician and actor^[13][8]
• Paora Winitana, athlete^[13]
• Jason F. Wright, author and commentator^[13]
• Norman Tolk, physicist^{[citation needed]}

• Rollo Romig (January 20, 2012),""Julie Through the Glass": The Rise and Fall of the Mormon TV Commercial",The New Yorker
• "Why are we meeting the Mormons?",The Conversation, Melbourne, Victoria, November 5, 2014

• Official website (churchofjesuschrist.org)

• 2011 in American television
• Advertising campaigns
• Media of the Church of Jesus Christ of Latter-day Saints
• American advertising slogans
• 2011 introductions

• Articles with short description
• Short description matches Wikidata
• All articles with unsourced statements
• Articles with unsourced statements from January 2023
• Articles with unsourced statements from January 2018