Black & Abroad

Eric Martin, Co-Founder
Kent Johnson, Co-Founder

FCB/SIX *Lead Agency

Ian Mackenzie, Chief Creative Officer
Simran Kaur, Strategist
Frederick Nduna, Associate Creative Director
Andrew Yang, Senior Manager, Data Analytics
Andrew Bernardi, Associate Creative Director
Abdul Dau, Data Analyst
Ramon Charles, Designer
Jacob Ciesielski, SVP, Head of Data and Technology
Curtis Chapman, Copywriter
John Sime, Product and Technology Solutions
Fraser Jackson, Account Director
Heung Lee, Front-End Developer
Gillian Morrison, Integrated Producer
Andrea Cook, President
Melanie Mitchem, SVP, Director of Global Communications and PR
Kristine Lippett, Junior Producer
Anna Percy-Dove, EVP, Strategy
Paul Hanlon, Director of Strategy

Initiative Media (Canada)

Glossy Inc.

Rooster Post

Grayson Matthews

While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination. This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.