…Emerges Nigeria’s Most Celebrated PR Firm for Second Year Running
Segun Atanda/
In yet another commanding performance on the continental stage, Chain Reactions Africa has once again emerged as Nigeria’s most decorated public relations firm, clinching four prestigious trophies at the 2025 SABRE Africa Awards held in Mombasa, Kenya.
The standout win came in the Diamond SABRE Award for Company of the Year, secured through the powerful Indomie Heroes Awards campaign for Dufil Prima Foods — a touching tribute to young Nigerian heroes that showcased the firm’s mastery of purpose-driven storytelling and social impact branding.
Competing against over 500 entries across Africa, Chain Reactions also bagged two awards for its compelling #OdourPandemic campaign executed for NIVEA, produced by global skincare giant Beiersdorf. The campaign, which tackled hygiene education in schools, won in the categories of Superior Achievement in Research and Planning and Best in the Healthcare Sector. It reached over 195,000 students in Lagos, Port Harcourt, and Abuja, turning them into hygiene ambassadors and setting a new benchmark for cause-led brand engagement.
In the Public Sector/Government category, Chain Reactions took home an award for the campaign titled “Striking Gold”, a strategic communications initiative for the Federal Ministry of Art, Culture, and Creative Economy that boosted the ministry’s visibility and redefined public perception.
“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,” said Israel Opayemi, Managing Director and Chief Strategist at Chain Reactions Africa.
The SABRE Awards — short for Superior Achievement in Branding, Reputation and Engagement — are recognised globally as the gold standard in public relations excellence, rewarding campaigns that combine creativity with strategic insight and tangible results.
Chain Reactions Africa made history in 2024 by becoming the first Nigerian firm to win seven SABRE awards in a single year. With four more added in 2025, the firm has cemented its reputation not just as a top contender, but as a consistent trailblazer redefining Africa’s PR landscape.
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