Go Back To Africa
Brand
Black & Abroad
Agencies
FCB/SIX, New York, Rooster Post Production, Toronto, FCB/SIX, Toronto, Initiative, New York
Countries
United States, Canada
Activity
Travel Agencies, Tour Operators
Media
Digital, Others
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.
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Awards (3)
- Gold - BRAVERY
- Gold - IDEA
- Gold - RESET
