Chain Reactions tops SABRE Awards as Nigeria’s most decorated PR firm

Chain Reactions Africa has emerged as Nigeria’s most awarded public relations firm at the 2025 SABRE Africa Awards, held in Mombasa, Kenya, taking home four awards from more than 500 entries submitted across the continent.

The Lagos-based firm won the prestigious Diamond SABRE for ‘Company of the Year’ on behalf of its client Dufil Prima Foods for the ‘Indomie Heroes Awards’, a CSR campaign that highlights the stories of exceptional young Nigerians.

Chain Reactions also received two awards for its ‘#OdourPandemic’ campaign for skincare brand NIVEA, recognised under the categories of ‘Superior Achievement in Research and Planning and Best in the Healthcare Sector’.

The campaign introduced a 25ml SABI roll-on and reached over 195,000 students in Lagos, Port Harcourt, and Abuja with hygiene education initiatives. Feedback from schools indicated significant improvements in hygiene practices among students.

In the Public Sector/Government category, Chain Reactions was honoured for its Striking Gold campaign for the Federal Ministry of Art, Culture, and Creative Economy (FMACCE). The project aimed to raise awareness about the ministry’s achievements and enhance its public image.

This year’s wins come on the heels of a record-setting performance in 2024, when the firm took home seven SABRE trophies — the highest ever by a Nigerian consultancy in a single year.

The SABRE Awards recognise excellence in branding, reputation, and engagement across the public relations industry.