"I’m a Mormon" — the Mormon PR blitz.

After determining that Americans tend to use terms like “secretive,” “cultish,” “sexist,” “controlling,” “pushy,” “anti-gay” to describe Mormons, 2 big ad agencies are hired.

[T]he church’s campaign could prove to be a pivotal factor in the race for the presidency. The Mormon image problem is a problem not only for the church, but also for Mr. Romney. For all their success professionally and financially, Mormons still face a level of religious bigotry in the United States equal only to that faced by Muslims.

Let's be fair. There's a much lower-polling religious category, one held in such abysmal esteem by the general populace that no mainstream presidential candidate admits he or she belongs to it, though I'm sure — they're so secretive! — many do.

ADDED: Here's a Gallup poll demonstrating my point.