Black & Abroad: Go Back to Africa


08 Nov 2020


With the help of FCB/SIX, the brand transformed a racialized expression into a call to action, while celebrating the continent’s beauty and cultural diversity and encouraging black travellers to “Go Back to Africa.” An AI-powered content platform was created containing a vast repository of curated travel imagery, showing members of the Black community travelling in Africa. Then, social posts containing the derogatory “Go back to Africa” expression were captured, stripped of their racial context, and repurposed into hyper-targeted ads promoting Africa’s 54 countries. The campaign led to a 315% increase in brand visibility and a 60% boost in booking interest for the company’s African tours.

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