Mitt Romney is starting to open up a bit more about his lifelong commitment to Mormonism and his lay leadership in the church, following pleas from backers who say that talking about his faith could help him overcome his struggles to connect with voters.

"Who shares your values?" a recent Romney ad asked — suggesting that the Republican presidential candidate was the answer. "When religious freedom is threatened, who do you want to stand with?"

The commercial was the start of a broader Romney effort to emphasize values and religion as he courts undecided voters — in a nation where most people say they want a president with strong religious beliefs — to compete with President Barack Obama in a race that polls show is close. Romney invited reporters to Mormon chapel services with his family last Sunday in New Hampshire. And he has asked a fellow Mormon to give an invocation before he addresses the Republican National Convention next week.