‘I’m a Mormon’ Campaign, Mormon Newsroom: ¹

“The Church’s national media campaign called “I’m a Mormon” (launched in 2010) included television spots, billboards, and ads on buses and on the Internet. The ads give a glimpse into the lives of Latter-day Saints from all over the world and refer people to the mormon.org website, where they can read the profiles of tens of thousands of Mormons, chat live with representatives who will answer questions about the faith and watch dozens of videos about members of the Church.”

Style Guide — The Name of the Church, Mormon Newsroom: ²

“When referring to Church members, the terms “members of The Church of Jesus Christ of Latter-day Saints” or “Latter-day Saints” are preferred. We ask that the term “Mormons” not be used.”

The church that is traditionally known as the mormon church, the same church that ran a global campaign about their mormon.org website full of member profiles saying “I’m a Mormon” now discourages (by way of it’s leaders) the use of the very terms mormon or mormonism.

Mormon Church Discourages Mormonism | wasmormon.org ³