The Drum Awards for Marketing EMEA - Awards Show

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Agency: FCB/SIX
Date: Jul 2019
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Black & Abroad rehashes the derogatory ‘Go Back to Africa’ phrase to instead encourage Black clients to travel more, especially to the African continent, in an award-winning campaign.

The campaign video opens on a typed message reading, “You should go back to Africa, then maybe you’ll appreciate this country.” That's just one example of the rhetoric used against Black people in the US, often used online and through social media. Messages containing the phrase at some capacity are then superimposed on images of racial violence that have taken place historically in the country and have since resurfaced amid the current political climate.

The turning point of the ad comes when the phrase is posed as a question, and received as a “good idea”, spurring a compilation of footage from Africa, displaying the continent’s landscapes, wildlife, culture, history and other positive features.

Intended to discourage stereotypes and instead promote a more diverse and realistic view, the ad uses images and clips posted by Black travelers while taking trips across the 54 African countries, and an AI platform designed to work against the biased preferences of white tourists in typical travel industry ads.



Black & Abroad