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From the 9th Annual Shorty Awards


Finalist in Multicultural Community Engagement


We were asked to promote HISTORY's reimagining of the landmark miniseries ROOTS. To honor this groundbreaking story, we decided to create a campaign that would actually reconnect modern African American families with their lost ancestors.

Strategy and Execution

We partnered with the Freedman's Bureau Project to launch Reading for ROOTS, a multi-platform campaign that called upon the public to help transcribe thousands of aging Civil-War era documents, thereby saving the names and histories of enslaved people from disappearing forever.

As participants found names, dates, and other information in these hand-written records, they were digitized and entered into a searchable database.


In just three weeks, our campaign helped the Freedman's Bureau Project reach 100% of its goal by transcribing over 14,000 names. Those names give a potential 22 million Americans of African descent a chance to trace their roots.


Video for #ReadingforROOTS

Entrant Company / Organization Name

360i, The Freedmen's Bureau Project, Family Search, Smithsonian Museum, A&E - HISTORY


Entry Credits