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In recent years, The Church of Jesus Christ of Latter-day Saints has kicked off and maintained its "I'm a Mormon" advertising and public relations campaign around the country. Launched in 2010, the vast campaign has been an effort to introduce Latter-day Saints to the world. While their backgrounds and experiences are diverse, the profile subjects share a deep commitment to the gospel of Jesus Christ. There are approximately 130,000 live profiles, according to LDS Church Public Affairs.