No matter your political affiliation or religion, its been fascinating to see the Mormon church attempt a rebrand.

Atlanta is the latest city to be inundated with the "I'm a Mormon" ad campaign, showing up on billboards and TV spots. The messages focus on everyday people with ‘normal' dreams and struggles. The campaign seems geared toward mainstreaming Mormonism.

Of course my mind immediately wondered about the timing – what with the GOP front runner being a Mormon.

But even with a June Gallup poll showing 22% of Americans stating that they would not vote for a Mormon candidate – the campaign officially has its roots elsewhere. Its a perception war they are fighting.

According to a recent article by USA Today:

"Both campaigns came about after church research showed that about half of all Americans say they have never met a Mormon, and that many held misconceptions about church tenets."

The Mormon church is seeking to change that perception through a very non-traditional means – at least non-traditional for a religion.

Whether or not you like Romney or agree with the Mormon religious views, its certainly an interesting take on changing a religious conversation.

What do you think – effective approach?

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