Ancestry: A dream delivered – the lost letters of Hawkins Wilson

Ancestry, a genealogy company, increased purchase consideration among Black Americans by releasing a documentary film in the US to honour the legacy of Juneteenth and commemorate its one-year anniversary as an official holiday.

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...

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