Black & Abroad: Go Back to Africa

Black and Abroad, a travel company, turned the racial slur 'Go back to Africa' into an uplifting call to action with its campaign Go Back to Africa.

Campaign details

Brand: Black & abroadAgency: FCB/SIXCountry: Canada

Objectives

Boost brand metrics

Help grow the reach of a niche brand beyond its existing base. Key performance indicators for this objective include:

  • Campaign Impressions
  • Social shares,...