Black & Abroad: Go Back To Africa
In 2019 we helped our clients, Black & Abroad, reframe the way people think about Africa by creating a platform that displaces the hate and rewrites what means to “Go Back To Africa”. It was an absolute honour to be part of the incredible team at FCB/SIX that brought this meaningful work to life.
CCO: Ian Mackenzie / ACDs: Andrew Bernardi, Freddie Nduna / Design: Ramón Charles CW: Curtis Chapman
The Creative:
Check out the case study, then see below a more in-depth look at the way this campaign worked.
The campaign hijacked hateful tweets in real-time, using them to power provocative travel ads for each of Africa’s 54 countries – creating a positive vision of the continent.
Everything drove to GoBackToAfrica.com – where our algorithm pulls hundreds of thousands of African travel images from social media and puts them at the heart of a powerful performance marketing content platform aimed at rewriting the narrative.
