During the 1950’s and 1960’s The Church of Jesus Christ of Latter-day Saints (Mormon or LDS Church) experienced an unprecedented increase in mumbers and influence. The president of the Mormon Church during this period was David O. McKay. The author argues that the ideas stressed in McKay’s General Conference addresses during this period were at least partially responsible for a more favorable public image being achieved for this heretofore rather unpopular, indigenous American Christian church.