Nigeria’s public relations industry witnessed yet another milestone as Chain Reactions Africa, under the leadership of Israel Jaiye Opayemi, emerged the most awarded Nigerian PR agency at the 2025 SABRE Africa Awards held in Mombasa, Kenya.
The Lagos-based consultancy secured four prestigious awards across various categories, reinforcing its position as a leading voice in strategic communications on the African continent.
The agency was named Company of the Year for its execution of the Indomie Heroes Awards campaign, a corporate social responsibility initiative commissioned by Dufil Prima Foods Plc. The campaign focused on celebrating real-life child heroes across Nigeria and was lauded for its strategic depth and emotional resonance. The recognition acknowledges Chain Reactions Africa’s ability to create a campaign that succeeded in shifting cultural perspectives while promoting social causes.
In addition to the top prize, Chain Reactions Africa also received the award for Superior Achievement in Research and Planning for its #OdourPandemic campaign, developed in collaboration with NIVEA. This initiative sought to reshape hygiene conversations among young people in Nigeria. Through a strategic product rollout of the SABI 25ml roll-on and an extensive school-based awareness campaign, the initiative engaged over 195,000 students and directly reached more than 15,000 children within a span of 12 weeks. The campaign was praised for its innovative approach to early hygiene education and its measurable behavioural impact.
The same campaign was also recognised in the Healthcare category. Judges noted its relevance, scale, and execution, particularly in addressing a sensitive public health issue through a culturally attuned and youth-targeted lens.
Chain Reactions Africa also claimed the award in the Public Sector and Government category for its work titled “Striking Gold,” developed in partnership with the Federal Ministry of Art, Culture, Tourism and Creative Economy. The campaign sought to advance the practice of policy marketing and strategic government communication, earning commendation for its clarity, reach, and innovative narrative structure. It is one of the few examples on the continent where public sector messaging has been elevated through modern storytelling techniques and audience-centric strategy.
Beyond the number of accolades, the agency expressed particular pride in the reason behind each win, citing bold ideas, strategic brilliance, and thoughtful execution as key drivers of its success. In a statement shared via its official Instagram page, the agency noted that it remains committed to championing human-centred strategic thinking, a philosophy that has guided its operations and shaped its impact.
Chain Reactions Africa also extended appreciation to its clients for their trust and to its internal team for the consistency of vision and execution.
The SABRE Africa Awards, organised annually by PRovoke Media, is one of the highest benchmarks of excellence in public relations practice across the continent. Judged by an international panel of industry experts, the awards celebrate campaigns that show the highest levels of creativity, effectiveness, and strategic alignment.
Industry observers believe Chain Reactions Africa’s continued success at this global platform reinforces Nigeria’s growing influence in the African and global communications landscape. They say the agency’s latest feat at the 2025 edition in Kenya is a boost for the country’s reputation in public relations and a reaffirmation of the impact of Nigerian agencies on the international stage.