Chain Reactions wins Global PR Award for Tinubu’s Reform Campaign

Nigeria’s reform agenda under President Bola Ahmed Tinubu has gained fresh international recognition following a major win at the SABRE Africa Awards in Johannesburg.

Leading communications consultancy, Chain Reactions Africa, clinched a top prize for its campaign titled “From Reforms to Recovery,” which was designed to communicate the outcomes of the administration’s economic reforms.

The campaign, executed in collaboration with the Presidential Media and Communications Team to mark Tinubu’s second year in office, stood out for simplifying complex policy changes into accessible narratives.

It earned endorsements not only within Nigeria’s business community but also from global financial institutions, including the International Monetary Fund and the World Bank Group.

In a highly competitive Public Sector and Government category, Chain Reactions Africa edged out global communications firm Weber Shandwick to secure the award.

The firm’s success extended beyond a single category, as it also won a Gold Award in the Travel and Leisure category for its work on the Lagos Shopping Festival, an initiative backed by Lagos State Governor Babajide Sanwo-Olu, which continues to position the state as a retail and cultural destination.

Further reinforcing its dominance, the consultancy 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, beating strong contenders including South Africa’s ByDesign and Fury, as well as global agency WE Communications.

Founder of PRovoke Media, Paul Holmes, noted that the 2026 edition of the awards attracted a record number of entries, describing it as one of the most competitive in its history.

Reacting to the recognition, Founder and Chief Strategist of Chain Reactions Africa, Israel Jaiye Opayemi, described the achievement as a defining moment for Nigeria on the global communications stage. He dedicated the award to President Tinubu for initiating bold reforms and praised the synergy with the Presidential Media team in delivering a clear and impactful message.

Opayemi also reflected on the firm’s growth trajectory, recalling its humble beginnings at the SABRE Awards in Miami in 2014 and its first win in 2016, noting that the company has since built a consistent record of excellence.

The SABRE Africa Awards, held in partnership with the Public Relations and Communications Association, celebrate outstanding achievements in branding, reputation and engagement. The 2026 edition featured over 500 entries and more than 120 shortlisted campaigns.

With multiple wins this year, Chain Reactions Africa continues to strengthen its standing as one of Africa’s leading PR firms, recording seven SABRE Awards in 2024, four in 2025 and three in 2026, an achievement that underscores its growing influence across the continent and beyond.