Third City Ancestry | VillagesDNA
A unique social experiment helped Ancestry.com to enter the world of DNA testing
How do you get Brits to consider whether they have overseas heritage and to take an Ancestry DNA test to find out more?
Simple. Pick a quintessential English country village and DNA test all 120 residents to reveal their diverse genetic make-up.
Bledington in Gloucestershire - with 95% of its population classified as being white British - was the subject of the first and largest DNA testing project of its kind. A year in the making, following meetings with the Parish Council, village hall information seminars and mass saliva collection at the annual fete, the astonishing results were revealed. Just 42% of resident’s ancestry could be traced back to Great Britain with links to 18 separate global regions as far afield as Melanesia in the eastern Pacific uncovered.
Not only were locals excited by the project findings, but the media too. The 65+ editorial pieces included BBC Breakfast, The Telegraph, Mail and Mirror Online; plus the campaign drove a 29% increase in DNA kit sales and impressive engagement across social media.
About Third City
We are an award-winning PR and digital comms agency, one of the fastest growing independents in the UK. Known for combining high-level creativity and consultancy, our culturally-relevant campaigns change how consumers think, feel, behave and buy. We offer clients access to a collective of leading thinkers and content producers through our Third Citizens network.
Phone: +44 (0) 7736 147614
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