Eighty years on from VE Day, Ancestry wanted to widen the lens of remembrance — honouring not just soldiers, but the millions of unsung men and women who helped secure victory in quieter, less celebrated ways.
On 7 May 2025, we helped bring their stories to life on London’s Southbank.
The Idea: A Seat at the Table
At the heart of the campaign was a striking visual: the recreation of the Jubilee Long Table on Queen’s Walk, with empty places set for Britain’s “Missing Heroes.” Each seat told the story of an ordinary person who made an extraordinary contribution – from radar operators to volunteer firemen.
This symbolic device gave the public, media and relatives of the Missing Heroes a way to connect emotionally with lives nearly lost to history.
Stories That Spoke Volumes
To anchor the campaign, we spotlighted rediscovered stories of courage:
- George Arthur Roberts – the first Black man to join London’s Auxiliary Fire Service, whose service was once thought to be only family folklore until his great-granddaughter uncovered the truth.
- Gladys Eva – a WAAF radar specialist whose work guided pilots during the Battle of Britain, a secret she kept even from her parents.
- Daniel Millar – a surgeon who performed a daring rescue operation in a bomb-damaged Glasgow tenement during the Blitz.
These stories were told by surviving relatives and Ancestry’s military genealogist, Simon Pearce , making every interview personal, emotional, and insightful.
Live From the Event, Not a Studio
Instead of dialling spokespeople into studios, we broadcasted live from Queen’s Walk. Relatives of forgotten heroes gave interviews at the installation itself – many meeting each other for the first time – creating a raw, authentic atmosphere that resonated with both producers and audiences.
Timing That Worked
With VE Day’s 80th anniversary sparking nationwide interest in family history, the event created a natural news hook. And with Ancestry offering free access to wartime records, audiences could immediately connect their own families to the broader national story.
Results
- Coverage across ITV London, BBC 5 Live, and Sky News
- 11 million+ reach