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Go Back To Africa

Award: Black Pencil

Black Pencil / Digital / Creative Use of Social Media / 2020

Award: Yellow Pencil

Yellow Pencil / Media / Use of Digital

Award: Graphite Pencil

Graphite Pencil / Digital / Creative Use of Data

Award: Wood Pencil

Wood Pencil / Digital / Integrated Digital Campaigns

A pan-African tourism campaign for Black & Abroad that turns the racial slur ‘go back to Africa’ into an uplifting call to action.

What did the judges have to say?

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 Foundry

Go 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.

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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