Go Back To Africa

Agency Network: 
April 2019


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.


Digital advertisement created by FCB, United States for Black & Abroad, within the category: Hospitality, Tourism.

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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