National DNA Day is a United States holiday celebrated on April 25 commemorating both Watson and Crick’s discovery of DNA and the completion of the Human Genome Project. 2023’s celebration was especially significant: the 70-year anniversary of DNA discovery, the 20-year anniversary of the completion of genome mapping, and the 20th anniversary of 23andMe as a company.

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To celebrate, we created a large-scale experiential event in the heart of Times Square with activities, panels, artists, musicians, and giveaways. Digital OOH ran on adjacent billboards throughout the day, and geotargeted wildpostings blanketed the surrounding streets, serving to generate interest and capture foot traffic in and out of one of New York’s busiest areas.