This travel campaign aims to displace hate and racism with a wanderlust for PanAfrican tourism - and it's pretty cool.
The phrase “Go back to Africa” has a long, complicated history, and unfortunately, is still widely used in racialized contexts online and beyond - as much as 4 500 times a month according to NetBase’s social listening platform.
Now this new campaign which has gained acclaim at Cannes is changing this negative narrative.
Started by a company called Black & Abroad, a New York based multi-platform travel & lifestyle company, they are redefining world experiences for the modern Black traveller by hijacking the racialized and derogatory phrase in this pan-African tourism campaign.
They've not only reframed trolling Twitter posts against words and images showing the beauty and diversity of all African countries, but they've succeeded in putting a positive and uplifting spin on a negative and disparaging story thread usually used to perpetuate racism.
“One of the campaign’s goals is to effectively strip the perceived power away from those who use the phrase ‘Go back to Africa’ with derogatory intent,” says Eric Martin, co-founder of Black & Abroad.
“If we can strip the expression of its impact, then we can debunk the age-old narrative that Africa is a desolate, disease-ridden wasteland undeserving of our time and travels.”
"Black & Abroad partnered with data-driven creative agency FCB/SIX to bring this campaign to life. Through a series of paid ads on Twitter, YouTube and digital OOH, Black & Abroad is capturing that hate as it happens, redacting the context, then turning it into a positive tourism message – brought to life through user generated photos harvested from social media using a powerful AI platform."
With messaging speaking to each of Africa’s 54 countries, including South Africa - every ad in the campaign builds equity behind the hashtag #GoBackToAfrica while driving to a new website at GoBacktoAfrica.com.
“We’re interested in showing a more diverse picture of Africa than you see in traditional tourism campaigns,” says Martin.
While Zebras are great they believe there is so much more to share about the motherland.
"The ultimate goal is for this campaign to break down barriers and encourage conversation among Black travelers around what it means to ‘Go back to Africa.’ Through targeted efforts to effectively showcase the essence of each African country, the campaign aims to spark a movement dedicated to eroding the negative perceptions of the continent with the high volume of content it creates purposefully designed to displace and bury hateful content that exists online."
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