[2] In 2013, the campaign was extended to Ireland and the UK with ads on double-decker buses and the internet,[6] said to be in response to the opening of The Book of Mormon musical in London.
[7] In Melbourne during the 2017 run, the church advertised at Southern Cross railway station and elsewhere in the city, as well as on television.
[2] The campaign included cooperation from lay members who were encouraged to create a profile on the church website to tell about their faith and answer common questions.
[9] 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.
[2] In October 2018, church president Russell M. Nelson said that the use of nicknames such as Mormon was "a major victory for Satan.