Understanding our past can re-shape the way we see both our present and future.

So for July 4th 2017, we used Ancestry’s capabilities to find the descendants of the Declaration of Independence’s signers. Though a group of 56 white men, their descendants were of strikingly diverse ethnicities, including African American, Hispanic, Native American and Asian.

We then brought them together to recreate John Trumbull’s painting, Declaration of Independence.

Launched in the wake of Trump’s election and subsequent rise of white nationalism, the work was meant to show that diversity is an inextricable part of who we are as Americans.

Ancestry —
Declaration Descendants

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The spot was picked up organically by various national and local media outlets, including the CBS Evening News (National), who interviewed our descendants about issues of race and diversity in America during their July 4th broadcast. All in all, the campaign drove over 200MM earned PR impressions across publications such as HuffPost and the Wall Street Journal.

The result was 850,000 visitors to Ancestry's website, a 23.8% increase in Family History sales, and a total revenue of $9.1 million, an ROI of 300% on every $1 spent.

 
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