||Rhetoric is a unique academic discipline that allows scholars and practitioners to best understand the phenomena associated with the acts of contemporary social movement dissent. Using the framework provided by social movement rhetoricians, this study sought to interpret the participation of over 300 members of the Church of Jesus Christ of Latter-day Saints during the 2012 Utah Pride Day Parade. Through qualitative research methods including semi-structured interviews, transcription, and coding, I discuss the use of the rhetorical strategies of solidification and promulgation and critique the rhetorical strategy of polarization employed in the Mormons Building Brides event. Additionally, I argue that a need exists for LGBTQ movement leaders to conclude all future acts of rhetorical dissent with evaluation sessions. It is during this session that leaders of the movement should help prepare their constituents with the rhetorical tools to discuss their lived experiences with their individual networks; those individuals they have close relationships with but who are not affiliated with the LGBTQ movement. It is through this increased personal dialogue that long-term change will be accomplished for the LGBTQ movement.