Chain Reactions Africa has secured international recognition at the SABRE Africa Awards in Johannesburg, earning top honours for its communications campaign spotlighting President Bola Ahmed Tinubu’s reform agenda.
The leading public relations and communications consultancy won a major award for its campaign, “From Reforms to Recovery,” which was designed to communicate the impact of the administration’s economic policies. The campaign, executed in collaboration with the Presidential Media and Communications Team, marked the President’s second year in office and focused on simplifying complex reforms into clear, relatable messages.
Its effectiveness drew attention beyond Nigeria, gaining acknowledgment from global financial institutions such as the International Monetary Fund and the World Bank Group, while also resonating strongly within the local business community.
In addition to its win in the Public Sector and Government category—where it outperformed global firm Weber Shandwick—Chain Reactions Africa recorded further successes across other categories.
The firm clinched a Gold Award in the Travel and Leisure category for its work on the Lagos Shopping Festival, reinforcing its position as a leading force in Africa’s PR and reputation management space.
It also emerged winner in the Technology category for its campaign on the unveiling of the T2 brand for Emerging Markets Telecommunications Services Limited (EMTS), formerly known as 9mobile. The category featured stiff competition from agencies such as ByDesign, Fury, and WE Communications.
Speaking at the event, Paul Holmes, founder of PRovoke Media and organiser of the awards, noted that the 2026 edition recorded a high number of entries, making it one of the most competitive in the award’s history.
Reacting to the achievement, Israel Jaiye Opayemi, Founder and Chief Strategist of Chain Reactions Africa, described the recognition as a proud moment for Nigeria on the global stage. He credited President Tinubu’s reform initiatives and the collaborative efforts of the Presidential Media and Communications Team for the campaign’s success.
Opayemi also reflected on the firm’s journey, recalling his attendance at the SABRE Awards in Miami in 2014 as a spectator, which inspired a long-term vision to elevate both the company and Nigeria in global communications. That vision materialised with the firm’s first SABRE win in 2016 and has since grown into a consistent record of excellence.
He further acknowledged the support of Lagos State Governor Babajide Sanwo-Olu for the Lagos Shopping Festival, noting that the initiative has gained international traction and helped position Lagos as a vibrant hub for retail and cultural tourism.
Organised in partnership with the Public Relations and Communications Association, the SABRE Africa Awards celebrate excellence in branding, reputation, and stakeholder engagement. The 2026 edition featured over 500 entries, with more than 120 campaigns shortlisted.
With its latest victories, Chain Reactions Africa continues to strengthen its standing as one of Nigeria’s most decorated PR firms, having won seven SABRE Awards in 2024, four in 2025, and three in 2026.
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