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23andMe
Ad Campaign
OVERVIEW
23andMe:
The Bigger Picture
Year: 2022
Client: 23andMe
Role: Art Director
Creative Services:
OOH Marketing
Social Media Marketing
Digital Marketing
Copywriting
Set to launch during Black History Month 2023, 23andMe will tap into the past to show their African American audience that their identities are part of a "bigger picture". For centuries, Slavery created challenges for people of African Ancestry, most notably racism intertwined in the medical field. Today there are severe disparities in biomedical and genetic research for people of African ancestry causing a gap of knowledge in both their family histories and possible predispositions to deadly diseases. 23andMe can provide people of African Ancestry a glimpse into the bigger picture of who they are through biomedical research and genetic testing so they too can live full and healthy lives.




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