Go Back To Africa - Black & Abroad | Clapboard Ad Archive
Black & Abroad’s 2019 campaign Go Back To Africa, created by FCB for the travel and leisure category in the United States, redefines the narrative around African travel by transforming a historically racist and exclusionary phrase into an empowering invitation to explore the continent’s cultural and natural richness. The campaign uses a digital media asset to black out hate-fueled Twitter posts containing the hashtag Go Back To Africa, then overlays these with vibrant, aspirational images of Africa’s landscapes and traditions—such as South Africa’s iconic Springbok herd and artisanal fishing boats—turning symbols of racial hostility into a celebration of heritage and identity. This approach exemplifies what Clapboard classifies as FORMAT#3 SYMBOLIZE THE PROBLEM, leveraging symbolic visual contrasts and analogies rather than literal depictions of racism to reclaim and invert the phrase’s meaning. The campaign’s soundtrack, featuring the energetic song Shelela by Zone Fam under Slam Dunk Records, further grounds the message in authentic African culture, creating an emotional resonance that invites the modern Black traveler to envision Africa as a positive and inspiring destination. Black & Abroad extended the campaign across Facebook, Twitter, and Instagram, building a cohesive digital movement that challenges disparaging narratives and positions Africa as a vibrant hub for discovery rather than a backdrop for prejudice. Go Back To Africa’s strategic juxtaposition of hateful social media content with stunning imagery flips a negative stereotype into a platform for pride and curiosity, advancing a socially conscious model for hospitality and tourism marketing. Clapboard rates this campaign 86/100. This campaign matters because it demonstrates how travel marketing can confront and transform cultural stigma by using symbolic visual storytelling to reshape perceptions and ignite empowerment in a way that resonates across social and digital platforms.
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