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旅游品牌Black＆Abroad反種族歧視廣告，別再說(shuō)“滾回非洲”了

Go Back To Africa

為了改變?nèi)藗儗?duì)非洲“充滿危險(xiǎn)、野蠻”的刻板印象，把非洲視為一個(gè)風(fēng)景優(yōu)美的旅游勝地。致力于服務(wù)美國(guó)的黑人社區(qū)居民的美國(guó)旅游品牌Black&Abroad洞察發(fā)現(xiàn)，黑人歧視從“三角貿(mào)易”至今都普遍存在，尤其是在社交網(wǎng)站上，幾乎每三分鐘就有一句“Go Back To Africa”（滾回非洲）這種歧視性的語(yǔ)言出現(xiàn)，同時(shí)還發(fā)現(xiàn)旅游廣告中很少出現(xiàn)黑色人種代言或平面模特。

于是Black&Abroad聯(lián)合創(chuàng)意機(jī)構(gòu)FCB/Six多倫多推出了Go Back To Africa這個(gè)活動(dòng)，旨在宣傳自身品牌，同時(shí)也消除人們對(duì)非洲以及黑人種族的普遍誤解和歧視。

1525年至1866年間，超過(guò)1250萬(wàn)非洲人從他們的故鄉(xiāng)被帶走，裝上船，運(yùn)到西方，并被迫成為奴隸。今天，黑人壓迫依然存在，諸如“Go Back To Africa”（滾回非洲）之類的種族歧視字眼，在社交平臺(tái)上每三分鐘就會(huì)出現(xiàn)一次。  

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“Go Back To Africa”活動(dòng)認(rèn)為回到非洲就是回到美景中，回到世界的邊緣勝地，回到人類的起源。

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通過(guò)大數(shù)據(jù)和Google人臉識(shí)別技術(shù)，在Twitter、Facebook、Instagram等社交媒體上篩選類似黑人旅行的照片或視頻，作為宣傳素材放在gobacktoafrica.com網(wǎng)站上，鼓勵(lì)消除歧視，同時(shí)借此宣傳品牌。

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Go Back To Africa Case Study



Entrant Company：FCB/SIX    Toronto, CANADA
Idea Creation：FCB/SIX    Toronto, CANADA
Production：ROOSTER POST PRODUCTION    Toronto, CANADA
                     GRAYSON MATTHEWS    Toronto, CANADA
PR：GLOSSY    Toronto, CANADA
Media Placement：INITIATIVE    Toronto, CANADA 

項(xiàng)目信息
品牌/廣告主
Black & Abroad

營(yíng)銷機(jī)構(gòu)

Creative Agency 創(chuàng)意代理商
FCB/Six 多倫多 加拿大

參與者

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CLIO Awards
2021
CLIO Awards
Creative Effectiveness | Creative Effectiveness | Consumer / Brand
Gold
D&AD Awards
2020
D&AD Awards
Digital | Creative Use of Data
Graphite Pencil
D&AD Awards
2020
D&AD Awards
Digital | Creative Use of Social Media
Black Pencil
D&AD Awards
2020
D&AD Awards
Media | Use of Digital
Yellow Pencil
The One Show
2020
The One Show
Social Media | Innovation in Social Media
Gold Pencil
The One Show
2020
The One Show
Interactive & Online | Websites
Silver Pencil
The One Show
2020
The One Show
Direct Marketing | Digital & Online | Banners & Pop-ups
Bronze Pencil
The One Show
2020
The One Show
Creative Use of Data | Creative Use of Data | Targeting
Merit
The One Show
2020
The One Show
Creative Use of Data | Creative Use of Data | Storytelling
Gold Pencil
The One Show
2020
The One Show
Integrated | Innovation in Integrated Branding
Bronze Pencil
The One Show
2020
The One Show
Mobile | Websites
Gold Pencil
The One Show
2020
The One Show
Integrated | Integrated Branding Campaign
Silver Pencil
The One Show
2020
The One Show
Public Relations | Community Building
Silver Pencil
The One Show
2020
The One Show
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Merit
The One Show
2020
The One Show
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Gold Pencil
The One Show
2020
The One Show
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Silver Pencil
The One Show
2020
The One Show
Creative Use of Data | Creative Use of Data | Social Media
Silver Pencil
The One Show
2020
The One Show
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Merit
The One Show
2020
The One Show
Social Media | Social Post | Real-time Response
Gold Pencil
The One Show
2020
The One Show
Interactive & Online | Online Advertising | Display Ads
Gold Pencil
ADC Awards
2020
ADC Awards
Interactive | Craft in Online / Mobile | Use of Technology
Bronze Cube
ADC Awards
2020
ADC Awards
Integrated | Innovation
Bronze Cube
ADC Awards
2020
ADC Awards
Advertising | Direct / Digital | Campaign
Gold Cube
ADC Awards
2020
ADC Awards
Integrated | Integrated | Digital
Silver Cube
ADC Awards
2020
ADC Awards
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2020
ADC Awards
Interactive
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2020
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2020
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2020
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2019
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2019
Cannes Lions
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Bronze
Cannes Lions
2019
Cannes Lions
Mobile | Targeted Communication
Bronze
LIA
2019
LIA
Social Influencers | Travel
Silver
LIA
2019
LIA
Digital | Travel
Gold
LIA
2019
LIA
Digital | Use of Social Media
Silver
LIA
2019
LIA
Digital | Programmatic
Finalist
LIA
2019
LIA
Digital | Tone of Voice
Bronze
LIA
2019
LIA
Digital | Banners
Bronze
LIA
2019
LIA
Digital | Use of Data
Bronze
LIA
2019
LIA
Integration | Business-to-Consumer
Gold
CLIO Awards
2019
CLIO Awards
Integrated Campaign
Bronze
CLIO Awards
2019
CLIO Awards
Direct | Social Media
Silver
CLIO Awards
2019
CLIO Awards
Public Relations | Multicultural
Gold
CLIO Awards
2019
CLIO Awards
Innovation | Medium Innovation
Bronze
CLIO Awards
2019
CLIO Awards
Social Media | Multi-Platform
Shortlist
 

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