Black & Abroad - "Go Back To Africa" by LIA 2019
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| Title | Go Back To Africa |
| Brief | A 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 | FCB/SIX |
| Campaign | Go Back To Africa |
| Advertiser | Black & Abroad |
| Brand | Black & Abroad |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Digital |
| Length | |
| Market | Subscribers Only |
| Post Production | Rooster Post Production |
| Executive Creative Director | ..n Ma.....ie Subscribers Only |
| Associate Creative Director | Fr.....ck N...a Subscribers Only |
| Associate Creative Director | A...ew Be....di Subscribers Only |
| Copywriter | C...is C....an Subscribers Only |
| Designer | R...n C....es Subscribers Only |
| Account Director | F...er J....on Subscribers Only |
| Integrated Producer | G....an Mo....on Subscribers Only |
| Producer | Kr....ne L....tt Subscribers Only |
| EVP Strategy | A..a Pe.....ove Subscribers Only |
| Strategy Director | P..l H...on Subscribers Only |
| Strategist | S...an K..r Subscribers Only |
| Data Analytics Manager | A...ew Y..g Subscribers Only |
| Data Analyst | A...l ..u Subscribers Only |
| VP, Head of Data and Technology | J...b Ci.....ski Subscribers Only |
| Product & Technology Solutions | J..n S..e Subscribers Only |
| Front End Developer | H...g ..e Subscribers Only |
| President | A...ea C..k Subscribers Only |
| SVP, Director of Global Communications & PR | M....ie M....em Subscribers Only |
| Agency | F....IX Subscribers Only |
| Editor | J..f P....ba Subscribers Only |
| Editor | C...n M....ck Subscribers Only |
| Assistant Editor | S...e P....on Subscribers Only |
| Executive Producer | Y...ko S...ma Subscribers Only |
| Executive Producer | K....en ..n F...t Subscribers Only |
| Media Agency | In.....ive Subscribers Only |
| PR manager | S....on St.....iuk Subscribers Only |
| PR Agency | G...sy Subscribers Only |
| Music & Sound Design | G....on Ma....ws Subscribers Only |
| Music Producer | M..k Do....ic Subscribers Only |
| Sound Engineer | V..d N....ic Subscribers Only |
| Media Producer | Ni....as S..w Subscribers Only |