The "I'm a Mormon" campaign — mostly TV spots and billboards — will encourage people to learn about Latter-day Saints by visiting the mormon.org website, which features video profiles of thousands of Mormons from around the world.
"These are real people," said Cindy Packard, the LDS Church spokeswoman for the metropolitan Phoenix area. "There are no scripts, no fake stories, no wardrobe, just real people talking about their lives."
Visitors to the website can also chat live with representatives who can answer questions about the Mormon faith and check out a list of common questions about church doctrine, such as "Are Mormons Christians?" "Why don't Mormons drink coffee, tea or alcohol?" and "What do Mormons believe about the Bible?"