Black and Abroad’s creative risk pays off

Anna Hamill

By taking a huge creative risk in re-framing a racist slur to be a positive statement of intent, travel company Black & Abroad took its marketing to the next level.

By taking a huge creative risk in re-framing a racist slur to be a positive statement of intent, travel company Black & Abroad took its marketing to the next level.

The phrase ‘Go Back To Africa’ has long been used as a slur toward Black people. But for Frederick Nduna, the copywriter who came up with the idea for the award-winning campaign, it was an opportunity to use his own experiences as an immigrant to reshape perceptions of Africa.

“When I first left Africa and moved to North America, many people would ask me about the culture shock. But the...

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