The campaign subverts the racist insult with a positive twist.
"That way we can show ourselves on the continent enjoying the 54 countries and create a place where our memories extend beyond ourselves and where our communities can grow, which will help shift the negativity around 'going back," Martin said.
"It's extremely important for us to have people recognize that Africa is not some wasteland. There's been years and years of the same narrative being pushed down our throats about Africa being a place of diseases and political upheaval and all sort of situations that would deter you from going but I think what people need to take away from this is that Africa is a place where everything started and it's a continent worth exploring," he added.
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