The name change had an uphill struggle right from the start. First, Mormon was an accepted name for almost 170 years. This wasn't some derogatory outsider term, but an accepted and promoted name: Meet the Mormons, Mormon Doctrine, and, more recently, the “I'm a Mormon” campaign, which included television spots, billboards, and ads on buses and the Internet. Pres. Hinckley softened Nelson's talk about not using the term by famously embracing the nickname during his presidency (e.g., "I am not ashamed of the nickname Mormon"). To me, it was jarring that Nelson later declared that using "Mormon" is a victory for Satan.