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Case Study: Go back to Africa

Displacing the hate surrounding the racial slur “Go Back To Africa”.

The internet is an excellent source of information and inspiration, offering up a window into another world, or perhaps another continent. But it's also home to countless instances of hate speech and trolling, angry people hiding behind the anonymity of screens.

Go Back to Africa is a D&AD Impact White Pencil winner from FCB/SIX that aims to erase and displace this hate over social. The tech-driven call to action turns negativity into a rallying campaign message for Black & Abroad, an African tourist bureau that curates experiences for black travellers.

The idea

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