Black & Abroad - "Go Back To Africa"

FCB/SIX

FCB/SIX New York, United States

Awards

28947

This ad is part of the ACT Responsible Collection

Brand: Black & Abroad
Country: United States

Advertiser: Black & Abroad

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
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Digital
Length	126 seconds
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