Black & Abroad

FCB/SIX *Lead Agency

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

Initiative

Glossy Inc.

Shannon Stephaniuk Shannon Stephaniuk, PR

Grayson Matthews

Mark Domitric, Music Producer
Vlad Nikolic, Sound Engineer
Nicholas Shaw, Media Producer

Rooster Post

Colin Murdock, Editor
Jeff Poremba, Editor
Shane Preston, Assistant Editor
Yumi Suyama, Executive Producer

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.