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ANDY Awards

Creative Award
New York, United States
Black & Abroad - "Go Back To Africa" by ANDY Awards 2020

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TitleGo Back To Africa
BriefA pan-African tourism campaign turns a racial slur into an uplifting call to action. Hateful uses of the phrase “Go Back To Africa” were hijacked from Twitter, cleansed of their racial content, then used as headlines for hyper-targeted ads for each of Africa’s 54 countries. The ads led to GoBackToAfrica.com, an AI-curated content hub designed to address the lack of black representation in commercial travel imagery. GoBackToAfrica.com contains 54 ever-growing galleries, organized alphabetically by African country, built to show members of the black community travelling in Africa.
Agency
Campaign Go Back To Africa
Advertiser Black & Abroad
Brand Black & Abroad
Date of First Broadcast/Publication 2019 / 4
Business Sector Travel Agencies, Tour Operators
Story Black & Abroad, a multi-platform travel & lifestyle company dedicated to redefining world experiences for the modern Black traveler, hijacks the racialized and derogatory phrase “Go back to Africa” (#GoBackToAfrica) for a pan-African tourism campaign. By blacking out hate-fueled Twitter posts and reframing them against words and images showing the beauty and diversity of all African countries, the brand is putting a positive and uplifting spin on a negative and disparaging narrative.
Media Type Digital
Length
Market Canada
AI Description The "Go Back To Africa" campaign by Black & Abroad, crafted by FCB/SIX in 2019, hijacks a negative phrase and redefines it into a positive message. Initially, the ad presents a historical context with illustrations of African enslaved people, paired with audio of derogatory phrases like "Go back to Africa." However, it transitions to a brighter perspective by overlaying these statements with breathtaking visuals of African landscapes and wildlife. The campaign utilizes technology by leveraging Twitter, Instagram, and AI to create socially-sourced visuals of black travelers across Africa's 54 countries. It flips the derogative narrative into a celebration of African beauty and diversity, encouraging black people to explore the continent. The ad illustrates a transformation journey from hate to empowerment and aims to foster a sense of belonging, pride, and reevaluation of cultural heritage among viewers.
Post Production
Black & Abroad Co-Founder
Black & Abroad Co-Founder
Chief Creative Officer
Junior Producer
EVP
Strategy
Director
Strategy
Senior Manager
Data Analytics
Data Analyst
Chief Technology Officer
Product
Technology Solutions
SVP, Director of Global Communications
PR
Executive Producer
Media Agency
Public Relations
Sound
Executive Creative Director
Associate Creative Director
Associate Creative Director
Copywriter
Designer
Account Director
Integrated Producer
Producer
EVP Strategy
Strategy Director
Strategist
Data Analytics Manager
Data Analyst
VP, Head of Data and Technology
Product & Technology Solutions
Front End Developer
President
SVP, Director of Global Communications & PR
Agency
Editor
Editor
Assistant Editor
Executive Producer
Executive Producer
Media Agency
PR manager
PR Agency
Music & Sound Design
Music Producer
Sound Engineer
Media Producer