Chain Reactions Africa, a public relations and integrated communications consultancy firm, has emerged as Nigeria’s most awarded public relations firm at the 2025 SABRE Africa Awards held in Mombasa, Kenya.
According to a statement on Monday, Chain Reactions won four trophies from a pool of over 500 entries, which it said reaffirmed its position as a creative and strategic leader in African communications.
The PR firm received the Diamond SABRE award for company of the year — Dufil Prima Foods — in recognition of the Indomie Heroes Awards campaign, a CSR initiative honouring young Nigerian heroes.
Also among the winning entries was the campaign, ‘#OdourPandemic for NIVEA’, produced by Beiersdorf, which won in two categories: superior achievement in research and planning, and best in the healthcare category.
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“This campaign seamlessly fused insight-led strategy with hygiene education, leading to the development of the 25ml SABI roll-on and engaging over 195,000 students across Lagos, Port Harcourt, and Abuja,” the statement said.
“By turning students into Cause Champions, the initiative delivered real societal impact — with educators reporting marked improvements in hygiene practices.”
According to the statement, the company was also honoured in the public sector category for its campaign, titled ‘Striking Gold for the Federal Ministry of Art, Culture and Creative Economy (FMACCE)’, aimed at amplifying the ministry’s milestones, build visibility and shape public perception.
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Isreal Opayemi, the managing director of Chain Reactions Africa, said the wins highlight the power of purpose-driven storytelling.
“These wins reflect the power of ideas that move people and the impact of purpose-driven storytelling. We’re incredibly proud to lead the charge for Nigerian PR on the global stage,” he said.
The SABRE Awards (Superior Achievement in Branding, Reputation and Engagement) recognise excellence in PR campaigns that deliver on creativity, strategy, and measurable impact.
In 2024, Chain Reactions Africa won in seven categories at the SABRE Awards for campaigns involving 9mobile, Pladis Foods Nigeria Limited, and the Lagos Blue Rail project.
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