ABOUT

Concept
“Go Back to Africa,” created by FCB/SIX for Black & Abroad, reclaimed a racist phrase often used online as a slur and reframed it as an empowering invitation for Black travellers to explore Africa. The campaign aimed to challenge negative stereotypes about the continent while celebrating Black identity, pride, and travel.

Execution
Using social listening and AI tools, the campaign identified instances of the phrase being used online and transformed them into positive travel messages. These messages were paired with curated images of African destinations and shared through social media, digital ads, and the platform GoBackToAfrica, highlighting all 54 African countries.

Results
The campaign shifted sentiment around the phrase and increased interest in travel to Africa. Brand visibility rose significantly, booking interest increased, and the work won major global recognition, including the Creative Data Grand Prix at Cannes Lions 2019.