The campaign, launched last year in nine U.S. cities, generated a lot of national buzz. Its short videos featured regular folks talking about their lives as doctors, skateboarders, tax attorneys, environmentalists, surfers or former felons before announcing that they are Mormons. Nary an Osmond to be seen.
It helped burst stereotypes of the Utah-based Church of Jesus Christ of Latter-day Saints by showing individual and diverse members expressing their spirituality.
Turns out, lots of other faiths take a similar tack.