Campaign details
Brand: AncestryAgency: OMDRegion: North America
Strategy
Objective:
Ancestry is the leader in helping people discover the richness and depth of their family's history through DNA testing and genealogical research. Naturally, the target audience for such a service is universal. But, many Black Americans face challenges as knowledge of their family's history and origins was unjustly and brutally erased due to slavery. Consequently, many in the Black community believe the hurdles are too great to make many meaningful family history discoveries.
Recently, Ancestry digitized—and made searchable—over 3.5 million documents from the Freedmen's Bureau, the...