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READING FOR ROOTS

A movement to reconnect modern African American families to their stolen ancestral roots.

ROLE: 

CREATIVE LEAD

HISTORY's revamped ROOTS series vividly portrays the struggle for identity of an enslaved African family. Teaming up with the Freedman's Bureau Project, we introduced Reading for ROOTS. This campaign enlisted fans to transcribe thousands of Civil War-era documents, safeguarding the identities and stories of enslaved individuals. In a mere three weeks, over 14,000 names were transcribed, potentially enabling over 22 million African Americans to trace their ancestry.

 

  • Cannes Shortlist

  • One Show Merit Award

  • Shorty Award Gold 

  • 22+ Million potential roots discovered

  • Most watched mini-series premiere since 2013

 

BROADCAST PROMO

CAMPAIGN ID & SAMPLE SOCIAL RECRUITMENT 

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SITE DEMO

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