旅游品牌Black&Abroad反种族歧视广告,别再说“滚回非洲”了

举报 2019-04

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。  

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“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。

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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。

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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 

项目信息
品牌/广告主
Black & Abroad

营销机构

Creative Agency 创意代理商
FCB/Six 多伦多 加拿大

参与者

奖项荣誉

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
Direct Marketing | Digital & Online | Websites & Mobile
Merit
The One Show
2020
The One Show
Social Media | Social Post | Campaign
Gold Pencil
The One Show
2020
The One Show
Cultural Driver | Cultural Driver
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
Public Relations | Current Event Response
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
Interactive | Social Media | Twitter
Gold Cube
ADC Awards
2020
ADC Awards
Interactive
Best in Discipline
The Webby Awards
2020
The Webby Awards
Advertising, Media & PR | Real-Time Response Campaign
Winner
The Webby Awards
2020
The Webby Awards
Advertising, Media & PR | Social Media Campaign
Winner
The Webby Awards
2020
The Webby Awards
Advertising, Media & PR | Tourism & Leisure
Winner
Cannes Lions
2019
Cannes Lions
Creative Data | Social Data & Insight
Grand Prix
Cannes Lions
2019
Cannes Lions
Social & Influencer | Audience Tagerting / Engagement Strategies
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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