Nigerian Brilliance on the World Stage: Local Firm Wins Big, Elevating Our Global Storytelling
LAGOS, Nigeria – June 18, 2025 – In a continent-wide showcase of public relations prowess held recently in Mombasa, Kenya, a Nigerian firm didn’t just participate; it dominated. Chain Reactions Africa, a name increasingly synonymous with strategic communication excellence, has proudly emerged as Nigeria’s most celebrated public relations agency at the 2025 SABRE Africa Awards. This isn’t merely about trophies; it’s a powerful affirmation of the ingenuity and impactful storytelling flourishing right here in Nigeria.
Picking up a remarkable four awards from a pool of over 500 entries, Chain Reactions Africa cemented its status as a creative and strategic trailblazer within the African communications landscape. Their success speaks volumes about the depth of talent and the innovative spirit that defines our local industry.
At the heart of their triumph was the coveted Diamond SABRE Award for Company of the Year, a recognition earned for their compelling work with Dufil Prima Foods on the Indomie Heroes Awards campaign. This particular initiative isn’t just a marketing success; it’s a heartwarming corporate social responsibility effort that celebrates and honors young Nigerian heroes. It’s a testament to how clever communication can genuinely connect with communities and highlight the very best of our youth.
But the accolades didn’t stop there. The firm also garnered significant attention for its ‘#OdourPandemic for NIVEA’ campaign, a partnership with Beiersdorf. This impactful initiative, a masterclass in insight-driven strategy combined with vital hygiene education, earned wins in two categories: ‘Superior Achievement in Research and Planning’ and ‘Best in the Healthcare sector.’ The campaign saw the development of a unique 25ml ‘SABI’ roll-on and successfully engaged over 195,000 students across Lagos, Port Harcourt, and Abuja. What’s truly remarkable is how it transformed these students into “Cause Champions,” leading to tangible improvements in hygiene practices reported by educators – real-world change from a well-executed idea.
Beyond corporate brands, Chain Reactions Africa also made a mark in the public sector. Their campaign, ‘Striking Gold for the Federal Ministry of Art, Culture and Creative Economy (FMACCE),’ was honored in the public sector category. This work focused on amplifying the ministry’s key achievements, boosting its visibility, and thoughtfully shaping public perception – a vital role in showcasing Nigeria’s rich cultural heritage and burgeoning creative industries.
Speaking on these significant wins, Mr. Isreal Opayemi, the Managing Director and Chief Strategist at Chain Reactions Africa, expressed a profound sense of pride. “These wins truly underscore the power of ideas that stir people and the profound effect of storytelling that’s rooted in a clear purpose,” Opayemi remarked. “We are immensely proud to be at the forefront, championing Nigerian public relations on the global stage.”
The SABRE Awards, recognized globally as the gold standard in public relations, celebrate campaigns that demonstrate excellence in creativity, strategic thinking, and, crucially, measurable impact. Chain Reactions Africa’s continued success, following their impressive seven-award haul in 2024 (a record for a Nigerian firm), reaffirms Nigeria’s growing influence in the African and global communications arena. It’s a clear signal that our local talent is not just competing, but leading.
This achievement, fresh off the heels of a Nigerian youth winning the Commonwealth Young Person of the Year for energy innovation and the nation hosting the UN Tourism Regional Commission for Africa, adds another bright feather to Nigeria’s cap. It showcases a country relentlessly pursuing excellence and making its mark across diverse fields.