Chain Reactions Africa Sets New Benchmarks, Wins Big at 2025 SABRE Awards
In a remarkable display of excellence on the continental stage, Chain Reactions Africa has once again cemented its reputation as Nigeria’s leading Public Relations firm by securing top honors at the 2025 SABRE Africa Awards in Mombasa, Kenya.
The agency triumphed with four prestigious awards from over 500 entries, underscoring its innovative prowess and strategic mastery within the African communications industry. Central to its success was the Diamond SABRE Award for Company of the Year, awarded to Dufil Prima Foods/Indomie — a recognition of the impactful storytelling behind the Indomie Heroes Awards, a CSR initiative celebrating young Nigerian heroes and reinforcing the brand’s social commitment.
The agency also earned accolades for its #OdourPandemic campaign for NIVEA, a global skincare leader under Beiersdorf. The campaign received two awards — Superior Achievement in Research and Planning, and Best in Healthcare — highlighting its effective blend of insights and hygiene education. The initiative engaged over 195,000 students across Lagos, Port Harcourt, and Abuja, empowering them as hygiene ambassadors and fostering tangible community health improvements.
In the Public Sector/Government category, Chain Reactions was recognized for its “Striking Gold” campaign for the Federal Ministry of Art, Culture, and Creative Economy (FMACCE), which aimed to elevate the ministry’s achievements, boost visibility, and positively shape public perception.
Israel Opayemi, Managing Director and Chief Strategist at Chain Reactions Africa, remarked, “These awards reflect the power of compelling ideas and purpose-driven storytelling. We’re proud to elevate Nigerian PR on the global platform.”
The SABRE Awards — renowned for honoring excellence in branding, reputation, and engagement — celebrate campaigns that combine strategic thinking, creative execution, and measurable results.
Having set a record in 2024 with seven SABRE victories—the most ever by a Nigerian firm—Chain Reactions Africa’s 2025 performance affirms its position as an industry trailblazer and a consistent leader in African public relations.