'I'm a Mormon' Worked

Two-and-a-half years ago Mormon.org came up with a splashy new look and an even splashier campaign called “I’m a Mormon.” Suddenly the site which had been in sedate blue blossomed in funky colors like orange and pink, and new videos highlighted the lives of individual members.

Many of these members broke the stereotype of the typical Mormon. Working mothers, single Dads, motorcycle racers and people of every variety told about their lives in words like this: “I’m Kevin. I’m a husband, a father, a plant geneticist, a river runner, an aspiring triathlete, and I’m a Mormon.”