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 Ruth Williams passes out bulletins at the Third Ward in Washington, D.C., a diverse Mormon church.
November 2nd, 2011
11:32 AM ET
With 'I'm a Mormon' campaign, church counters lily-white imageBy Eric Marrapodi, CNN Belief Blog Co-Editor Washington (CNN) - The scene at a Mormon congregation here on a recent Sunday would surprise Americans who think of Mormons as young white missionaries in stiff white shirts, black ties and name tags. Yes, there are white missionaries handing out bulletins at Washington’s Third Ward - what Mormons call their congregations - but there's also Ruth Williams, an elderly African-American woman, decked out in her Sunday best, doing the same. White, black, Asian and Hispanic Mormons mingle before the service begins. As it gets under way, an African-American tween plays a video game on his smartphone in one pew as a 30-something white woman across the aisle taps away on her iPad. How Mitt Romney's Mormon faith helped shape him On this Sunday, the Sacrament - what Mormons call the remembrance of the Last Supper and what other Christians call Communion - is said in French, a nod to the area's burgeoning West African population. It is not a special multicultural celebration Sunday. For this growing Mormon congregation in northeast Washington, it's just another weekend. “It’s 30% Caucasian, 30% African-American, and the rest is a combination of first-generation immigrants from around the world,” says Bishop Robert Nelson, the lay leader of this congregation.  A diverse group of congregants from the Third Ward listens to a sermon. Washington's Third Ward is a near mirror image of the diverse neighborhood it serves, jarring with the Mormon Church's image as a faith-based club for upper-class whites. Explain it to me: What's Mormonism? And the Mormon Church, officially called the Church of Jesus Christ of Latter-day Saints, says the ward represents the diverse face of modern Mormonism, a message it has been trying to spread as part of a yearlong nationwide push to counter its lily-white image. Since January, the LDS Church has spent millions on an "I'm a Mormon" advertising campaign that features television commercials, billboards and bus signs with Mormons from African-American, Asian, Latino and other ethnic backgrounds. Just last month, the campaign entered 11 new major media markets in Texas, Indiana, Nebraska, Washington, Georgia and Arizona, hitting cities like Atlanta, Denver and Phoenix. (You won't be seeing the ads in Iowa, South Carolina or Florida. With Mitt Romney and Jon Huntsman, both Mormon, competing in the Republican presidential primaries, the church says it wants to steer clear of politics.) The Mormon Church even used the ad campaign to launch a shot across the bow of the hit Broadway musical "The Book of Mormon," buying a digital "I'm a Mormon" billboard just down the street from the theater where the show is playing. The musical satire, co-produced by the creators of the television show "South Park," shows earnest white American Mormon missionaries and their misadventures in proselytization in Africa. But the billboard shows a very different face of Mormons. There is an African-American couple playing Frisbee on the beach, a Latino grandfather and granddaughter, a goateed motorcycle sculptor. Opinion: Who says Mormons aren't Christian? An official church website, Mormon.org, lets those interested in the church search for Mormons from diverse ethnic backgrounds and features videos from the likes of black soul singer Gladys Knight and Brandon Flowers, frontman for the rock band The Killers. "It's to say, 'We're like you,' " said Kathleen Flake, a religious scholar from Vanderbilt Divinity School. "It's an attempt to combat stereotypes so that absolutely people are more open to see the normalcy of Mormonism." The LDS Church says its attempt at an image makeover is as much a reflection of demographic reality as it is a PR effort. While young white missionaries may still be Mormonism's public face in the United States, they are no longer fully representative of the Salt Lake City-based church. “Our doctrine is we’re all sons and daughters of God," says Stephen Allen, managing director of the LDS Church's missionary department. "Skin color or anything else is not a significant issue to us.” As head of global missions, Allen supervises the 52,000 19- to 25-year-old missionaries knocking on doors around the world. He's also executive director of the “I’m a Mormon” campaign, which began in nine markets this year. “In terms of targeting, we’re not specifically targeting or avoiding any particular group," Allen says. "We send our missionaries all over the world to anywhere people will listen.” As the church’s efforts to win converts has expanded internationally, “following the American flag around the world,” as Flake puts it, the LDS Church has grown more diverse. “We’re in most of the free world right now,” Allen says. "We have a presence in Russia and Ukraine and the Baltic countries. We have a growing presence in Africa ... Nigeria, Kenya … then we have, Japan, Korea, Taiwan. There are small congregations in India, and the church is growing in those places.” The church's membership has doubled since 1988, to 14.1 million Mormons worldwide. Six million Mormons live in the United States. Many of the church's members live in the American West and Northwest, in some of the whitest states in the country. But like many other churches, there has been explosive growth in the LDS Church in Latin America. There are more than a million Mormons in both Mexico and Brazil. There are nearly a million Mormons in Asia and 300,000 in Africa, according to church statistics. “This attempt to emphasize diversity and to emphasize a wide range of people who are Mormon does reflect, in a lot of ways, what’s been going on in reality for a while,” says Matthew Bowman, an editor at a Mormon studies journal called Dialogue. Even in the United States, the perception of who Mormons are has changed. “We’ve done a lot of research to see what people think of us and what their perception is,” Allen says. “Twenty-five or 30 years ago, if you said, ‘When you think of the word Mormon, what comes to mind?’ the answer would have been Mormon Tabernacle choir, polygamists, racists, the Osmonds [singers Donny and Marie].” While that's less the case today, Allen says many people still don't know what a Mormon looks like - or don't know that there are Mormons from minority backgrounds. A spokesman for the church said it doesn't keep statistics on members' race or ethnicity. But “it’s no longer just a predominantly white church,” Allen says. “In our early history, you know, it was founded in upstate New York in the United States and was very much a white congregation, but today it’s very diverse.” The complexion of the average Mormon ward reflects the neighborhood where the building resides. “Mormon wards are not self-selecting,” says Richard Bushman, a visiting professor at the School of Religion of Claremont Graduate University. “In Mormon congregations, they are just geographical boundaries, and wherever you live, you go to church.” There is no church shopping. Congregants can’t go to another ward if they don’t like the music or the doughnuts at the social hour, as in many other faith traditions. In Washington's Third Ward, two new converts who had recently been baptized were welcomed into the church on a recent Sunday. Both women were young African-Americans. The men who formed a circle around them and prayed over them were all white. Unlike the ward, the church's global leadership in Salt Lake City is mostly white. It was not until 1978 that African-Americans could serve in priesthood positions in the church, a prohibition that extended back to Mormon leader Brigham Young in the 1850s. "When you see in that ad campaign Mormons, including African-Americans, they are trying to communicate against that stereotype that Mormons are racist, there's no question about this," says Vanderbilt's Flake. "They are trying to say, 'That's not fair. That is not who we are. Even if we were, we are not now.' " Allen says the "I'm a Mormon" campaign was designed to assist the small army of young Mormon missionaries out knocking on doors. "Our feeling was anything we could do to help them was really important," he says. "And helping them means softening people’s hearts.” |
  About this blog
The CNN Belief Blog covers the faith angles of the day's biggest stories, from breaking news to politics to entertainment, fostering a global conversation about the role of religion and belief in readers' lives. It's edited by CNN's Daniel Burke with contributions from Eric Marrapodi and CNN's worldwide news gathering team.  |
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If I say that I believe that I'm a Christian then it's true in my eyes. If another religion says that I'm not, then I'm not in their eyes. The whole idea of a Mormon thinking they are Christians is no different than a Catholic that were to say they were Jewish because they believe the Old Testament. Every religion can make their own determination as to what Mormonism is. A Mormon saying they are Christian doesn't require the Catholics, Lutherans, or the Baptisits to agree with them.
My problem with Mormons is that they want it both ways. They want the rest of us to tolerate them and consider them equals from a religious viewpoint, but they don't want to give the same tolerance to people with other views and values. I don't know any practicing Mormons, but I do know several ex-Mormons. Most have been disowned by their families and have no contact with them. Many of them were teenagers or young adults. Throwing your kid out on the streets is not very Christain like in my book.
I'm Mormon and I respect and tolerate your views
Disowned for not being Mormon? That sounds like an extreme exageration. I have known several who have left the church and none of which have been disowned by their families. But I could see the feeling of being looked down on or judged, this does happen and is frequent in any other religious society.
BUT the Book of Mormon, 2 Nephi 5:21 said DARK SKIN COLOR was a CURSE FROM GOD. and if you pick up a pre1981 copy of the Book of Mormon 2 Nephi 30:6 said if you except this Gospel your SKIN WILL TURN WHITE.
Another piece to the Michael Jackson puzzle.
The question should not be about how white the congregation is but how Colorful are the Elders. The church can try to become diverse but until more Elders become diverse it is a waste of time.
3 days ago CNN.com's lead article is Mitt Romney's faith journey, and then today it's this out of nowhere pro-Mormonism article. Does CNN have some new stockholders from Utah? How is this NEWS? What's going on CNN?
Don't worry, when Tom Cruise runs for president it will all make sense.
It's news because this is a big, multimillion dollar campaign in parts of the US. Ostensibly to educate non-Mormons about the LDS faith, it seems a thinly-veiled effort to get one of their own (Romney – most Mormons think Huntsman too "liberal" although his family has done far more for Utah than Romney's) into the White House.
The Mormon's didn't even recognize that minorities had a soul until 1978. They are a crazy cult. If they are a real religion, why do they need to brand or advertise?
"They are a crazy cult." -yes, just like every other religion.
I believe that a man read the thing which I base my entire life upon from a hat with magical seeing stone. I'm a moron.
I believe you didn't succeed in school.
Neither did Joseph Smith.
"Timmy
I believe you didn't succeed in school."
so apparently if you are black, you can thru the mormon church, if your faith is stronge enough, become white! see, to them being black is a curse, or disease from god.!
Don't let them fool you. They believe that when Cain killed Abel he was condemned by God with black skin, and his descendants are today's black people, who are inferior in the eyes of God.
Whereas Christians in general merely believe in talking snakes, virgin birth, and other crazy stuff.
Great article. Genuinely happy people.
Question for my Mormon fiends in this forum. Say, hypothetically, you were to leave your church, what will happen to you. Will you be disowned by your family ? Will you no longer to be able stay in close contact with friends in the church ?
sorry that should read "Mormon friends"
My brother left the church and he is certainly still considered a full fledged member of the family and is not discriminated against by us, or his many friends who still are Mormon. Of course this is not true in every instance. There are Mormons who are intolerant just as there are people who are intolerant in every belief system (including atheists.) However, the Mormon church teaches that everyone is free to believe what they will according to the dictates of their own conscience. Yes, intolerance happens, but in my experience those who choose to leave the church are still accepted and respected.
It is amazing how people in glass houses like throwing stones.
Look up the Mountain Meadows Massacre and you'll see the true nature or mormons. The whole cult was built on the money stolen off the bodies of dead children.
Now go read the whole story. It was not what you say it was.
Did you ignore that the people who led this massacre were tried by Mormons and executed by Mormons? Justice was done. The Church condemned the atrocity.
For the bigots who trash on the LDS faith, Christ said "by their fruits ye shall know them" Research what the Mormons are truly committed to. When Hurricane Katrina hit in the south, they surveyed the people who were hit the hardest. They asked what organizations were there the fastest, and did the most to help. Response #1 was the church of Jesus Christ of Latter Day Saints. Response #2 was the Mormons. Even when divided into 2 separate groups, they were by far the biggest relief organization. I personally wrote a check in excess of $1000 to aid the effort. Look at most major disasters and the LDS are there, helping and giving relief. I know of a Mormon who bought helicopters just for the Haiti disaster. Personally hired a Doctor from Utah, and went to villages in Haiti who would have had many more casualties if not for his relief efforts. he spent nearly a million dollars in relief effort in Haiti.
I will not tell you what to believe. But don't tell me what I believe. Most of the crap in the comments here are not taught in the LDS faith. Do not pretend to know everything about Mormons because you read it in a book or on a website. Do not tell me, a Mormon of all 41 years of my life that I am a racist, when I welcome all people in my church or in my home. If you have read the Bible, you would recognize the Gospel of Jesus Christ when it is shown to you. I am a Mormon. I am a Christian. I teach my children to Love God, Love Christ, and Love thy Neighbor. I teach my children that there is no way to reach salvation with God except through Jesus Christ. I teach them that Jesus Christ Atoned for their sins in the garden of Gethsemane. I teach them that Christ was crucified, and died. That three days later he was resurrected. And I teach them that you should always show compassion and love for others even when they do not agree with your beliefs.
I do not teach them that gays have the right to marriage. Because they don't. That does not make me a bigot. That makes me a man who fears God enough to stand up for what He teaches. That makes me someone who is not going to be told that I have to believe what you believe. I do however teach my children that gays should have some of the basic rights of marriage. The simple rights of tax deductions, death benefits and such can and should be given through a civil union that should never be called a marriage because it is not. A marriage is and always has been between a man and a woman. God made things that way. This is why two men nor two women have the ability to procreate together.
Remember that Christ also said "He that is without sin among you, let him cast the first stone at her" I do not cast stones at your beliefs, and I am not without sin. At least I know I am not without sin. Some of you think it is your calling to destroy that which you do not believe in, but you need to look at yourself first. God Bless all everywhere. And God Bless America, where I get to believe as I see things, and not by your standards.
You expect me and my family to be second class in marriage because of your crackpot religion and you call others bigots while claiming you're not a bigot? You merely prove that the mormon church is the epitome of sanctimonious hypocrisy.
Now explain Proposition 8, you wildly embracing, accepting, tolerant person.
Yawn......
Translation:
"You're either with us or against us!"
I agree! If you don't believe in Xenu and Scientology you're crazy....because we help people with our money and do good things! Like stack them on volcano's and burn them alive!
Spare me your sanctimony. Your church sponsored Prop 8, a bigoted law aimed at people seeking equality. Your church needs to understand that all people were created equally in God's image. I was born this way. God made me this way. God does not care who I love. Love should be unconditional. I believe that God loves everyone unconditionally... ALL of them. I don't accept your beliefs as valid. Deal with it.
Thank you for your clear stance against bigotry and ignorance.
Black people
Joseph Smith
Magic panties
smurfs
divine aliens
You guys sound like a lot of fun.
Now we have to be indoctrinated into a Presidential contenders religion, too? I don't think there is any Republican contender who our nation needs right now. They are completely diversive, unbending, and very troublesome people.
What scares me is that Mormon's listen and do what their President or "Prophet" tells them to do and to go against him is to go against their Religion and Church. If Romney or Huntsman were President does that mean that the Mormon President would have the ultimate say over the U.S. President?
Are you really this stupid? Did JFK have to obey the Pope in how he led this country? Is Harry Reid taking orders from the LDS prophet?
Seriously. Get out more.
Only when Bokononism is accepted by all will there be peace.
If you want to read a great book about Mormonisim go out and find "Under the Banner of Heaven" by Jon Krakauer. It will open your eyes and educate you about the Mormon Religion. What is going on now is just more PR to make the religion more main stream. In one aspect they have thrown out the Book of Mormon and no longer teach based on Joseph Smiths writings.
+1 Well-researched book.
That's a lie.
NOOOOOO! Surely they aren't going to throw out magic panties!!!!
First they let blackpeople in, now they get rid of our magic panties, next thing you know they're going to tell me that Joseph Smith was a criminal fraud!!!
What is this religion coming to????
It doesn't matter what color their skin is – it's still a cult/false teachings.
Popular usage of the word "cult" is "a quasi-religious organization using devious psychological techniques to gain and control adherents." Attend an LDS church meeting just once and you will see it is not that. They don't force people to do anything.Personal choice (agency) is fundamental to the faith–there is absolutely no point to forcing or manipulating someone into it, because that woud be coercion, not agency. And if you say they're doing it for non-religious reasons like money or power... please show me what the leaders are getting out of this, because the leadership pretty much GIVE everything for the cause and get very little back.
I suggest you treat everyone with fairness and respect. If you don't believe it, fine. If you think its crazy, fine! But be respectful... you know, the Golden Rule.
Christ's early followers were labeled a cult by the predominant religion of his time. And they were persecuted. Sounds like the LDS or Mormons are in good company.
The christians were willy white too until they did the same thing and waved food in front of starving third world people to force them to convert.
You left out the burning at the stake part...
Most definitely not a cult. Those who think so sadly have not done their research. Hopefully someday they will have the opportunity to find out a little bit about the church so they can make more educated comments.
It's trivially easy to find out about. Try using the internets. And it actually is a cult.
Do your own research. Find out what they really do at that temple and why it's so "sacred" (translation: secret). Read up on Mormons – not their own publications, but real research. You may not like what you find.
The temple stuff is absolutely not secret– ANYONE can experience it if they choose to. Would you put something that near and dear to you out in front of the world if you KNEW they would mock it? Don't think so. If you REALLY want to know what it's about, join the church. Get baptized, live the temple standards, and come on in! The only thing keeping you out is yourself 🙂
"The temple stuff is absolutely not secret– ANYONE can experience it if they choose to. Would you put something that near and dear to you out in front of the world if you KNEW they would mock it? Don't think so. If you REALLY want to know what it's about, join the church. Get baptized, live the temple standards, and come on in! The only thing keeping you out is yourself"_EmDub
So let me get this straight. We won't tell you what our beliefs are or let you see behind the curtain. However, if you join our church, we'll be glad to show you what it's really all about. By that time, I think it's a little too late.
I have no dog in this fight, since I don't care whether a person believes that Jesus walked on water, Joseph Smith found a golden tablet and the magic glasses to read them with, or that a flying spaghetti monster rules the world. I try to judge each individual based upon their actions.
Just so you know, I have read the Book of Mormon, talked to individuals about their faith, dated someone who was LDS, and been to several LDS dances and events. I've met some people of the LDS faith who are great individuals and some who are not.
It is very interesting how people are quick to put Christ on the Cross and redicule and spit and punish him and crucify him, and how similar that is to the LDS Church by all these comments. Why are other religions not rediculed, spit on, and crucified as Christ was and held to that high standard of the LDS church? Nothings changed. The closer people are to Christ, they will contine to be persecuted and rediculed and crucified as He was. What a shame how wicked the world really is.
I spit on and ridicule your sky fairy delusions. There, do you feel like a properly shamed Christian now?
Get over your sick delusion already.
Someone needs a hug