They Said “I’m a Mormon.” We Said “I’m an Ex-Mormon.”
In 2010, the LDS Church launched the “I’m a Mormon” campaign—a sleek, high-budget public relations effort designed to normalize Mormon identity and counter negative stereotypes. Through billboards, ads, and professionally produced videos, members introduced themselves by name, profession, and family role before confidently declaring, “I’m a Mormon.”
The message was clear: Mormonism was diverse, optimistic, mainstream, and culturally safe. What was less visible were the distinctive doctrines, historical controversies, and institutional practices that didn’t fit the brand. Critics later argued the campaign wasn’t transparency—it was image management.
Then, in 2018, church leadership abruptly reversed course, discouraging use of the word “Mormon” altogether—effectively disavowing the very branding the campaign had spent years promoting.
Ex-Mormons responded in their own way.
The “I Am an Ex-Mormon” movement emerged as a grassroots counter-campaign, replacing polished talking points with lived experience. Former members shared stories of doubt, harm, loss, growth, and awakening—often at great personal cost.
This video is a compilation of some of my favorite Ex-Mormon vignettes from that era. These are real people, from all walks of life, living full and happy lives—telling their stories in their own words.
No rebranding.
No corporate messaging.
Just truth.
I hope you enjoy.
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