A Danish site is using genetics to help people learn more about their lineage

Momondo, a travel search engine that helps users find the best deals, commissioned an ad that questioned people’s beliefs about other nationalities. A group of 67 people went through DNA testing that revealed their roots with surprising results.

People who held strong emotions against nationalities (mostly negative) were surprised to see that x percent of their roots are from them. This challenged their personal prejudices, tears included, and helped them realize how connected they are to the world at large.

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