Black & Abroad turned a racial slur into the backbone of an inspirational tourism campaign by repurposing “Go back to Africa” tweets with beautiful imagery and positive messaging targeting young black Americans. GoBackToAfraica.com used algorithms to curate images of black travelers in Africa from social media, which were then used in targeted banner ads to connect visitors to specific countries featured in the campaign. The company also invites Twitter users to post photos of themselves on Twitter with the #GoBackToAfrica hashtag.