Short video clips began airing on American television in January 2011, expanding by October to a television, bus and billboard campaign in 12 US cities and Brisbane, Australia. The executive director of the campaign was
Stephen B. Allen. In 2013, the campaign was extended to Ireland and the UK with ads on
double-decker buses and the internet, said to be in response to the opening of
The Book of Mormon musical in London. In
Melbourne during the 2017 run, the church advertised at
Southern Cross railway station and elsewhere in the city, as well as on television. The campaign emphasized facts about
LDS Church membership through cultural and racial diversity of individuals profiled, representing (in 2011) more than a million claimed church members in Mexico and Brazil each, and nearly as many in Asia. The campaign did not air in Iowa, South Carolina or Florida during the
2011 Republican presidential primary season to avoid causing controversy around Latter-day Saint candidates
Mitt Romney and
Jon Huntsman. As a result, the campaign was discontinued and the mormon.org website was shut down, removing the user generated content and stories. ==Notable participants==