Shannon Stephaniuk
Public Relations at FCB/SIX
New York, Estados Unidos
TítuloGo Back To Africa
BriefA pan-African tourism campaign turns a racial slur into an uplifting call to action. Hateful uses of the phrase “Go Back To Africa” were hijacked from Twitter, cleansed of their racial content, then used as headlines for hyper-targeted ads for each of Africa’s 54 countries. The ads led to GoBackToAfrica.com, an AI-curated content hub designed to address the lack of black representation in commercial travel imagery. GoBackToAfrica.com contains 54 ever-growing galleries, organized alphabetically by African country, built to show members of the black community travelling in Africa.
Agencia
Campaña Go Back To Africa
Anunciante Black & Abroad
Marca Black & Abroad
Fecha de primera difusión/publicación
Sector Empresarial Agencias de viajes, mayoristas
Sinopsis Black & Abroad, a multi-platform travel & lifestyle company dedicated to redefining world experiences for the modern Black traveler, hijacks the racialized and derogatory phrase “Go back to Africa” (#GoBackToAfrica) for a pan-African tourism campaign. By blacking out hate-fueled Twitter posts and reframing them against words and images showing the beauty and diversity of all African countries, the brand is putting a positive and uplifting spin on a negative and disparaging narrative.
Medio Interactivo
Duración
Postproducción
Director ejecutivo de creación
Director creativo adjunto
Director creativo adjunto
Responsable de conceptos / redactor
Diseñador
Director de cuentas
Integrated Producer
Producer
EVP Strategy
Strategy Director
Strategist
Data Analytics Manager
Data Analyst
VP, Head of Data and Technology
Product & Technology Solutions
Front End Developer
President
SVP, Director of Global Communications & PR
Agency
Montador
Montador
Assistant Editor
Productor ejecutivo
Productor ejecutivo
Media Agency
PR manager
PR Agency
Music & Sound Design
Music Producer
Sound Engineer
Media Producer

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