LDS church launches Australia missionary drive on social media to counter image on Secret Lives of Mormon Wives TV show
Mormons are fighting back against the damaging portrayal from Secret Lives of Mormon Wives a new recruitment tactic linked to Australia. SEE THE VIDEO
The Church of Jesus Christ of Latter-day Saints is hitting Instagram and Tiktok with videos, reels and images of young American women who are heading off on missions to Australia.
Mormons are fighting back against the #MomTok trend that sparked the Secret Lives of Mormon Wives television show with their own conservative social media campaign.
A special Amazon store with “LDS missionary outfit inspo” is also selling modest, shoulder covering shirts and dresses to comply with the church’s strict dress codes, and Lego figurines shaped like Mormon “elders”.
“I’m so excited to serve the amazing people of Australia and to share his Gospel,” Kyra James of Smithfield, Utah, said on Instagram.
Marie Toxler, of Alabama, said: “I can’t wait to serve and love the people of Brisbane”.
The social media push comes as the church attempts to regain “control of the narrative” after the success of the Secret Lives of Mormon Wives.
Taylor Frankie Paul, the star of that show that follows young Mormon moms, has amassed more than 8 million followers on TikTok and Instagram and will be the next Bachelorette on US television.
But the Church of Jesus Christ of Latter-day Saints has criticised the Secret Lives of Mormon Wives, which has marketed the women as “swingers”.
“Portrayals often rely on sensationalism and inaccuracies that do not fairly and fully reflect the lives of our Church members or the sacred beliefs that they hold dear,” the church said about the show.
“Some portrayals are fair and accurate, but others resort to stereotypes or gross misrepresentations that are in poor taste and have real-life consequences for people of faith.”
The church, which controls a $300 billion investment fund, is one of the wealthiest religions in the world, despite only having 17 million members across the world.
Ex-Mormons claim that the church is facing a membership plunge in Australia, with only 35,000 people regularly attending.
The Utah-based church has lowered the age when women can go on a mission – an international trip to try to convert people – to 18.
Previously, women had to wait until they were 19, while the change has brought them in line with their male counterparts.
The Missionaries Worldwide Instagram account has more than 167,000 followers, with teenage women excited about the change.
And TikTok accounts have been filled with teenagers posting about their 18-month overseas missions.
In one video, a young missionary couple mime to a clip from Bluey as they talk about their move to Australia.
Former member Sue Given, who taught early morning religious classes called seminary, said the church had previously been “good at controlling the narrative”.
“A lot of the questions that kids asked us when we were teaching seminary were things I hadn’t thought about,” she said.
“Now they can pull out their phone and Google them.”
She added that people who have grown up with smartphones were less likely to stay in the church.
Shawn Powrie, who left the church a decade ago, said most practicing Mormons would avoid watching the reality TV show.
He doubted that social media and a TV show alone would harm the Mormon church.
“There has been information about the Mormon church out there. The first critical biography of Joseph Smith was published in the 1940s. People could just go out and read the book.
“The internet has made it easier but the biggest psychological barrier is being able to question your beliefs.”
The LDS church said in a statement: “The Church’s worldwide missionary force of 84,000 can be found in communities across the country. These enthusiastic volunteers are happy to answer any questions people have about the Church.”
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Originally published as LDS church launches Australia missionary drive on social media to counter image on Secret Lives of Mormon Wives TV show
