LGBT campaign featuring people of faith is launched in Mississippi The Human Rights Campaign is featuring people of faith in a public awareness campaign in Mississippi launched this week. The campaign includes six ads airing for four weeks on television and online. The ads feature Mississippi residents like one Southern Baptist mother whose son came out as gay, a Baptist pastor, and a transgender student at the Mississippi University for Women. "According to Gallup, Mississippi is the most religious state in America, and an estimated 55 percent of its population is Baptist," the group said in a press release. It would be nearly impossible to successfully engage a large majority of Mississippians about LGBT equality without discussing it in the context of faith. There will also be outdoor advertising, door-to-door, and direct mail components of the campaign. The group is spending $9.5 million to influence public opinion in the South. The campaign in Mississippi will cost $310,000, the group said.