ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

Learn more about ADC105

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2020 ADC Awards - Interactive

Go Back To Africa

Agency FCB/SIX / Toronto

Client Black & Abroad
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

Annual ID

ADC_INT20_061M

About the Work

A HISTORY OF VIOLENCE: Between 1525 and 1866, more than 12.5 million African people were taken from their communities, loaded onto ships, brought to the West, and forced into slavery. Today, systems of oppression endure – including racialized language such as the “n word” and the slur, “Go back to Africa,” which is used every three minutes on social platforms alone. Black & Abroad is an American travel brand serving members of the Black community. In efforts to merchandize African destinations to its target, it has found two key barriers: 1. Widespread misperceptions of Africa as a dangerous, undesirable destination. 2. Lack of representation of Black travelers in commercial travel imagery. INSIGHT: When someone with racist intent says “Go back to Africa,” it’s hurtful. But if you could change the context, you could also change the meaning. IDEA: A pan-African tourism campaign that turns the racial slur "Go Back To Africa" into an empowering call to action. WEBSITE: A first-of-its-kind mobile content platform, GoBackToAfrica.com contains 54 galleries built to show members of the Black community traveling in Africa. The platform is driven by our algorithmic and A.I.-powered media-management utility, allowing us to turn raw social media material into campaign assets, at scale.