Go Back To Africa
A pan-African tourism campaign for Black & Abroad that turns the racial slur ‘go back to Africa’ into an uplifting call to action.
- DigitalCreative Use of Social Media
- MediaUse of Digital
- DigitalCreative Use of Data
- DigitalIntegrated Digital Campaigns
Country
- Canada
Client
- Black & Abroad
- Eric Martin
- Kent Johnson
Chief Creative Officer
- Ian Mackenzie
Associate Creative Director
- Andrew Bernardi
- Fred Nduna
Art Director
- Ramon Charles
Copywriter
- Curtis Chapman
Account Director
- Fraser Jackson
Integrated Producer
- Gillian Morrison
Junior Producer
- Kristine Lippett
EVP of Strategy
- Anna Percy-Dove
Strategic Director
- Paul Hanlon
Strategist
- Simran Kaur
Senior Manager of Data Analytics
- Andrew Yang
Data Analyst
- Abdul Dau
Chief Technology Officer
- Jacob Ciesielski
Product and Technology Solutions
- John Sime
Front-End Developer
- Heung Lee
President
- Andrea Cook
SVP and Director of Global Communications and PR
- Melanie Mitchem
Post-Production Editor
- Jeff Poremba
- Colin Murdock
Post-Production Assistant Editor
- Shane Preston
Post Production Executive Producer
- Yumi Suyama
PR
- Shannon Stephaniuk
Music Producer
- Mark Domitric
Sound Engineer
- Vlad Nikolic
Media Producer
- Nicholas Shaw
Digital Agency
- FCB/SIX
Post Production Company
- Rooster Post Production
Media Agency
- Initiative Media
PR Agency
- Glossy PR
Music & Sound Design
- Grayson Matthews Audio Design
Advertising Agency
- FCB/SIX
A pan-African tourism campaign for Black & Abroad that turns the racial slur ‘go back to Africa’ into an uplifting call to action.
Comment from D&AD Community
What gave it the extra edge was using AI technology to pool Black travellers from across the web and show that this is a reality and it’s not being represented.
— Shula Sinclair, Global Head of Strategy, Spark FoundryGo Back to Africa has shown the new ethics of the internet to stop the infection of that negative language. Instead of using data just for marketing goals the work utilises data and technology to turn the racial slur ‘go back to Africa’ on its head into an uplifting call to action.
— Yasu Sasaki, Head of Digital, Creative and Executive Creative Director at Dentsu Inc.
Behind the Work: Go Back to Africa
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