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Chain Reactions Africa has emerged as one of the standout performers at the 2026 SABRE Awards Africa, securing three highly coveted trophies in a fiercely contested year for the continent’s public relations and communications industry.
The consultancy won the SABRE Award for Superior Achievement in Measurement and Evaluation for its work in the exclusive use of public relations for the rebranding of 9mobile to T2.
It also claimed top honours in the Public Sector/Government category for the Presidency’s From Promises to Recovery campaign, and clinched the Travel & Leisure category for its work on the Lagos Shopping Festival, delivered for the Lagos State Government.
Together, these wins underscore not just creative excellence, but a consistent ability to translate breakthrough strategies into measurable impact.
Selected from over 500 entries, with more than 120 campaigns making the final shortlist, this year’s SABRE Awards which took place on March 17 in Johannesburg, South Africa, with entries evaluated by a distinguished jury of industry leaders, was held in partnership with the Public Relations and Communications Association (PRCA).
Speaking to a packed global audience, Paul Holmes, Founder of PRovoke Media, organizers of the awards, said the 2026 edition attracted a record number of entries, making it one of the most competitive in the award’s history.
He noted the intensity of competition across categories and commended the judges for navigating exceptionally tough decisions.
In this fiercely contested landscape, Chain Reactions Africa went toe-to-toe with respected global public relations giants such as WE Communications, Weber Shandwick, and Edelman, as well as other leading South African firms, and stood out as the only Nigerian public relations consultancy to win a total of three multiple awards.
The highest winner went home with four trophies, reinforcing the depth of competition and the narrowing gap between global networks and top independent firms on the continent.
Chain Reactions Africa’s performance extended beyond wins, earning a Platinum category finalist spot for From Promises to Recovery, a citizen-centred communications campaign which reshaped national sentiment and reframed digital conversations around the bold economic reforms of the President Bola Ahmed Tinubu administration.
Reflecting on the recognition, Founder and Chief Strategist, Israel Opayemi, said: “Recognition like this is important, but what matters more to us is what it represents. These campaigns were not built for awards; they were built to solve real problems, to shift perception, influence behaviour, and deliver outcomes that clients can stand behind.
“What this moment affirms is that when communications is treated as a strategic function, not a support role, it can shape national conversations, unlock value, and move organisations forward in very tangible ways. We are particularly proud that these qualitative works are coming out of Nigeria and competing, credibly, against the very best globally. It reinforces our belief that insight and strategy, not geography, are the true currencies of great communications.”
Opayemi further said, “I am delighted that we have given Nigeria a seat at the table of global public relations giants. When I walked in for the PRCA Conference here in Johannesburg, the question I was asked by many of our foreign colleagues from other parts of the world was not whether Chain Reactions Africa would be winning an award this year, but how many boxes my team and I have brought to cart away awards this year.
“It is fulfilling to see that we have built a perception for award-winning works not just for ourselves, but indeed our country. In 2014, we were in the audience clapping in Miami, Florida. Today, Nigeria is on stage being applauded.”
This latest recognition builds on Chain Reactions Africa’s growing global momentum, including its recent win at the World Public Relations and Communication Awards 2025 by the Global Alliance, where it emerged top in the Internal Communication Campaign category.
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