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04 May 2021
Black & Abroad’s huge creative risk pays off
Multicultural marketing (US)
Diversity & portrayal in advertising
Travel agents, tour operators
By taking a huge creative risk in re-framing a racist slur to be a positive statement of intent, travel company Black & Abroad took its marketing to the next level.
Why it matters
The phrase ‘go back to Africa’ has long been used as a slur toward Black people. But for Frederick Nduna, the copywriter who came up with the idea for the award-winning campaign, it was an opportunity to use his own experiences as an immigrant to reshape perceptions of the continent. The “one-in-a-million idea” showed the true power of insights driven by lived experience.
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