Hillary Clinton officially launched her United States presidential campaign on Saturday with her first major speech on reasons for running, a narrative built around her mother and her family.
"Life's not about what happens to you," Clinton said at a big New York rally, quoting her mother, who passed away in 2011, aged 91. "It's about what you do with what happens to you - so get back out there."
She brought up her mother, which those close to the Clinton family said she had rarely done before publicly, to show a side of her personality that was largely missing from her 2008 bid.
Her campaign put out on social media pictures of her mother, her father and all of them together timed with the references.
"The emphasis on Clinton's personal story is part of an attempted rebranding of Clinton's abiding image as an efficient, and sometimes chilly, policy wonk," said The Washington Post in a report.
Since announcing herself as a candidate for the Democratic ticket for the 2016 White House race, Clinton has kept a low profile, confining herself to small roundtables and visits.
There has been close scrutiny since of the funding of the Clinton Foundation and her use of private email address, hosted on a private server, during her stint as secretary of state.
This was her first major speech laying out her candidacy.
Since her announcement in April, the Democratic field of presidential hopefuls has grown to three with senators Bernie Sanders and former governors Martin O'Malley and Lincoln Chafee.
And there are 10 on the Republican side - the 11th, former governor Jeb Bush, is expected to formally launch his campaign on Monday, followed 10 days after by the 12th, governor Bobby Jindal. There are plenty more considering a run.