Black & Abroad: Go back to Africa

Travel and lifestyle company Black & Abroad created a provocative online campaign using the phrase 'Go back to Africa' to change perceptions among Black travellers in the USA and bolster the brand's position as a Black Travel Movement leader.

Campaign details

Brand: Black & AbroadBrand owner: Black & AbroadEntrant company: FCB/SIX, TorontoMedia: Initiative, TorontoPR: Glossy, TorontoMarket: United StatesSector: Travel agents, tour operatorsMedia channels: Content marketing, Online video, Programmatic display, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

How 2019's most provocative travel campaign measurably changed the meaning and usage of an anti-Black racial slur.

On 15 April 2019, the travel company Black & Abroad launched a provocative, but relentlessly positive, ad campaign. It turned the racial slur "Go...

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