TEAM:
Copywriter: Myself
Art Director: Helen Hulsey
Those who are mixed-race face an internal struggle with identity. (Take it from me.) Not fully belonging to one ethnic group or another often leads to feelings of isolation.
OPPORTUNITY
23andMe defines identity from a genetic standpoint. While it puts your racial identity in fine print, it does nothing to remedy multicultural people’s internal conflict.
IDEA
It’s time a data-driven brand goes beyond the expected and tells those who feel caught between their parts that they’re more than the sum of them.
SHORT FILM
PRINT
OUT OF HOME
OUT OF HOME
CONVERSATION FORUM
After getting your 23andMe results, a suggestion will pop up for those with mixed-race backgrounds directing them to an online forum within 23andMe’s site, a designated space for mixed people to talk freely amongst each other. This will also be open to the general public as well so it is not exclusive to people who buy a 23andMe kit.
EXPERIENTIAL
MIXED FEELINGS
MIXED FEELINGS
Using the responses from the conversation forum, we will install an exhibit to display 23 different feelings that describe the mixed-race experience. The back of each screen will display different cards with responses from the forum, with the contributor’s 23andMe results on the other side, if applicable.
Viewers who can relate and wish to add their own experiences can tweet with the hashtag #23andWe for their response to digitally populate on the screens.
Viewers who can relate and wish to add their own experiences can tweet with the hashtag #23andWe for their response to digitally populate on the screens.
PODCAST
MIXED FEELINGS
Each of the 23 feelings will also be represented in the Podcast Mixed Feelings - where 23andMe will unpack the mixed experience to continue the conversation within the mixed community.
Each episode will be devoted to unpacking instances where one of the 23 emotions occurs.