In another commanding display on the continental stage, Chain Reactions Africa has reaffirmed its leadership in the communications space, emerging as Nigeria’s most celebrated Public Relations firm at the 2025 SABRE Africa Awards held in Mombasa, Kenya.
From a competitive field of over 500 entries, the Lagos-based consultancy clinched four prestigious awards, underlining its reputation for creative ingenuity, insight-driven strategy, and impactful storytelling.
The crown jewel of this year’s haul was the Diamond SABRE for Company of the Year, awarded for Chain Reactions’ work on Dufil Prima Foods/Indomie. The winning campaign — the Indomie Heroes Awards — captured hearts with its celebration of young Nigerian changemakers, reinforcing the brand’s social impact narrative and commitment to community-building.
Also earning top honours was the standout campaign #OdourPandemic for global skincare brand NIVEA (Beiersdorf). The initiative secured two trophies: Superior Achievement in Research and Planning, and Best in the Healthcare Category. By combining behavioural insights with hygiene education, Chain Reactions reached over 195,000 students across Lagos, Port Harcourt, and Abuja. The campaign led to the development of the 25ml SABI roll-on, while also empowering students as “Cause Champions” in a movement that visibly improved hygiene culture in schools.
In the Public Sector/Government category, the firm won for “Striking Gold”, a campaign executed for the Federal Ministry of Art, Culture, and Creative Economy (FMACCE). The project was aimed at boosting the Ministry’s visibility, amplifying key milestones, and shaping positive public perception of Nigeria’s burgeoning creative economy.
“These wins reflect the power of ideas that move people and the impact of purpose-driven storytelling,” said Israel Opayemi, Managing Director and Chief Strategist at Chain Reactions Africa. “We’re incredibly proud to lead the charge for Nigerian PR on the global stage.”
The SABRE Awards — which stands for Superior Achievement in Branding, Reputation & Engagement — remain the most prestigious recognition for PR excellence across the world. They celebrate campaigns that deliver not just creativity and strategy, but tangible outcomes and real-world impact.
This latest victory builds on Chain Reactions Africa’s record-breaking performance at the 2024 SABRE Awards, where the firm won seven trophies — the most ever by a Nigerian agency in a single year. Its 2025 performance has now cemented its reputation not just as a dominant player, but a consistent trailblazer in the African public relations industry.
