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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 reimagined ROOTS series tells the compelling tale of an enslaved African family's fight for identity. In partnership with the Freedman's Bureau Project, we launched Reading for ROOTS. This multi-platform campaign crowd-sourced the transcription of thousands of Civil War-era documents, preserving the names and histories of enslaved individuals. The effort led to over 14,000 names transcribed in just three weeks, allowing 22+ million African Americans to potentially trace their roots.

 

  • 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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