 |
Web Film
Black & Abroad: Go Back to Africa
Black & Abroad, a multi-platform travel & lifestyle company dedicated to redefining world experiences for the modern Black traveller, hijacks the racialised and derogatory phrase 'Go back to Africa' (#GoBackToAfrica) for a pan-African tourism campaign created by FCB/Six, Canada. By blacking out hate-fuelled Twitter posts and re-framing 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. The phrase 'Go back to Africa' has a long, complicated history, and unfortunately, today, it is still widely used in racialised contexts online and beyond. According to NetBase’s social listening platform, the phrase is used over 4500 times a month online.
Strategist: Simran Kaur Related |
The Best Ad JobsRetrieving latest jobs
advertising news |
 |
