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Black & Abroad
Go Back To Africa
RAN IN: United States
Black & Abroad
Eric Martin, Co-Founder
Kent Johnson, Co-Founder
Ian Mackenzie, Chief Creative Officer
Simran Kaur, Strategist
Frederick Nduna, Associate Creative Director
Andrew Yang, Senior Manager, Data Analytics
Andrew Bernardi, Associate Creative Director
Abdul Dau, Data Analyst
Ramon Charles, Designer
Jacob Ciesielski, SVP, Head of Data and Technology
Curtis Chapman, Copywriter
John Sime, Product and Technology Solutions
Fraser Jackson, Account Director
Heung Lee, Front-End Developer
Gillian Morrison, Integrated Producer
Andrea Cook, President
Kristine Lippett, Junior Producer
Melanie Mitchem, SVP, Director of Global Communications and PR
Anna Percy-Dove, EVP, Strategy
Paul Hanlon, Director of Strategy
Initiative Media (Canada)
While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination.
This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.
Hero Medium: SOCIAL MEDIA
Medium Featured On Video: INTERACTIVE/ONLINE,SOCIAL MEDIA,USER GENERATED
Audience: Cultural or Ethnic Group
Objectives: Build brand equity
Type: Business to Consumer