Campaign details

Brand: Ancestry
Agency: Weber Shandwick

Situation Analysis

Slavery was legal in the United States until 1865. The enslaved were considered property without full citizenship and the right to an education. Once purchased, their families might be separated and their names changed, which resulted in many histories being lost.

Thousands of slaves escaped to freedom along The Underground Railroad, a network of secret routes and safe houses. Escaping, or helping a slave to escape, could result in imprisonment or death, making it critical that both enslaved people and those trying to help them, left no trace of their efforts. Some slaves - like those in our story - disguised their gender, changed their name, or passed for white.

These tactics also complicated tracking family histories over time.

Enter Ancestry. As the leading family history company, Ancestry was uniquely qualified to use our data to uncover and celebrate long-hidden stories.

Research And Insights