Black & Abroad

Go Back To Africa

Agency: FCB


Black & Abroad, a multi-platform travel & lifestyle company dedicated to redefining world experiences for the modern Black traveler, hijacks the racialized and derogatory phrase “Go back to Africa” (#GoBackToAfrica) for a pan-African tourism campaign. By blacking out hate-fueled Twitter posts and reframing them against words and images showing the beauty and diversity of all African countries, the brand is putting a positive and uplifting spin on a negative and disparaging narrative.

This professional campaign titled 'Go Back To Africa' was published in United States in April, 2019. It was created for the brand: Black & Abroad, by ad agency: FCB. This Digital medium campaign is related to the Hospitality, Tourism industry and contains 1 media asset. It was submitted almost 5 years ago.


Advertising Agency: FCB/SIX, USA
Executive Creative Director: Ian Mackenzie
Associate Creative Director: Fred Nduna
Associate Creative Director: Andrew Bernardi
Copywriter: Curtis Chapman
Designer: Ramon Charles
Account Director: Fraser Jackson
Integrated Producer: Gillian Morrison
Junior Producer: Kristine Lippett
EVP, Strategy: Anna Percy-Dove
Director, Strategy: Paul Hanlon
Strategist: Simran Kaur
Senior Manager, Data Analytics: Andrew Yang
Data Analyst: Abdul Dau
VP, Head of Data and Technology: Jacob Ciesielski
Product & Technology Solutions: John Sime
Front-End Developer: Heung Lee
President: Andrea Cook
SVP, Director of Global Communications & PR: Melanie Mitchem
Post Production House: Rooster Post Production
Editor: Colin Murdock, Jeff Poremba
Assistant Editor: Shane Preston
Executive Producer: Yumi Suyama
Media Agency: Initiative
Public Relations: Shannon Stephaniuk / Glossy
Music and Sound Design: Grayson Matthews
Music Producer: Mark Domitric
Engineer: Vlad Nikolic
Media Producer: Nicholas Shaw


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