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.

How the idea developed...