Go Back To Africa
为了改变人们对非洲“充满危险、野蛮”的刻板印象,把非洲视为一个风景优美的旅游胜地。致力于服务美国的黑人社区居民的美国旅游品牌Black&Abroad洞察发现,黑人歧视从“三角贸易”至今都普遍存在,尤其是在社交网站上,几乎每三分钟就有一句“Go Back To Africa”(滚回非洲)这种歧视性的语言出现,同时还发现旅游广告中很少出现黑色人种代言或平面模特。
于是Black&Abroad联合创意机构FCB/Six多伦多推出了Go Back To Africa这个活动,旨在宣传自身品牌,同时也消除人们对非洲以及黑人种族的普遍误解和歧视。
1525年至1866年间,超过1250万非洲人从他们的故乡被带走,装上船,运到西方,并被迫成为奴隶。今天,黑人压迫依然存在,诸如“Go Back To Africa”(滚回非洲)之类的种族歧视字眼,在社交平台上每三分钟就会出现一次。
“Go Back To Africa”活动认为回到非洲就是回到美景中,回到世界的边缘胜地,回到人类的起源。
通过大数据和Google人脸识别技术,在Twitter、Facebook、Instagram等社交媒体上筛选类似黑人旅行的照片或视频,作为宣传素材放在gobacktoafrica.com网站上,鼓励消除歧视,同时借此宣传品牌。
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
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- 2020D&AD AwardsDigital | Creative Use of DataGraphite Pencil
- 2020D&AD AwardsDigital | Creative Use of Social MediaBlack Pencil
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- 2020The One ShowSocial Media | Innovation in Social MediaGold Pencil
- 2020The One ShowInteractive & Online | WebsitesSilver Pencil
- 2020The One ShowDirect Marketing | Digital & Online | Banners & Pop-upsBronze Pencil
- 2020The One ShowCreative Use of Data | Creative Use of Data | TargetingMerit
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- 2020The One ShowMobile | WebsitesGold Pencil
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- 2020The One ShowDirect Marketing | Digital & Online | Websites & MobileMerit
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- 2020The One ShowCultural Driver | Cultural DriverSilver Pencil
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- 2020ADC AwardsInteractiveBest in Discipline
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