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Web Film

Black & Abroad: Go Back to Africa

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Black & Abroad, a multi-platform travel & lifestyle company dedicated to redefining world experiences for the modern Black traveller, hijacks the racialised and derogatory phrase 'Go back to Africa' (#GoBackToAfrica) for a pan-African tourism campaign created by FCB/Six, Canada. By blacking out hate-fuelled Twitter posts and re-framing 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. The phrase 'Go back to Africa' has a long, complicated history, and unfortunately, today, it is still widely used in racialised contexts online and beyond. According to NetBase’s social listening platform, the phrase is used over 4500 times a month online.
Credits Other credits

Strategist: Simran Kaur

President: Andrea Cook

Junior Producer: Kristine Lippett

Director of Communications: Melanie Mitchem

Data Analyst: Abdul Dau

Account Director: Fraser Jackson

Manager, Data Analytics: Andrew Yang (Senior)

EVP, Strategy: Anna Percy-Dove

VP, Head of Data & Technology: Jacob Ciesielski

Front End Developer: Heung Lee

Director of Strategy: Paul Hanlon

Integrated Producer: Gillian Morrison

Designer: Ramon Charles

Media Agency: Initiative

Edit Company: Rooster Post Production

Editor: Colin Murdock, Jeff Poremba

Edit Assistant: Shane Preston

Executive Producer: Kristen Van Fleet, Yumi Suyama

Post Production Company: Rooster Post Production

Music Supervision: Grayson Matthews

Producer: Mark Domitric

Sound Engineer: Grayson Matthews

Public Relations: Shannon Stephaniuk, Glossy

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