Until the church's rapid growth after World War II, it had been seen in the eyes of the general public as a backward, non- or vaguely Christian polygamist cult in Utah — an image that interfered with proselyting efforts. As the church's size began to merit new visibility in the world, the church seized upon the opportunity to re-define its public image, and to establish itself in the public mind as a mainstream Christian faith. At the same time, the church became publicly involved in numerous ecumenical and welfare projects that continue to serve as the foundation of its ecumenism today.