Tinubu Reform Campaign Wins Continental Recognition at SABRE Africa Awards

The reform agenda of President Bola Ahmed Tinubu has received continental recognition after a communications campaign highlighting the administration’s economic policies won a major honour at the SABRE Africa Awards held in Johannesburg, South Africa.

Leading public relations consultancy Chain Reactions Africa clinched the award in the Public Sector and Government category for its campaign titled “From Reforms to Recovery,” developed to communicate the impact of the Federal Government’s economic reforms.

The award-winning campaign was executed in collaboration with the Presidential Media and Communications Team and was launched to mark the President’s second year in office.

Organisers said the campaign stood out for simplifying complex economic policies into clear and relatable messages, helping both local and international audiences understand the administration’s reform programme.

The initiative also earned recognition from global financial institutions, including the International Monetary Fund and the World Bank Group, which have closely monitored Nigeria’s ongoing economic restructuring.

Beyond the public sector category, Chain Reactions Africa recorded additional victories at the awards, reinforcing its growing reputation within Africa’s communications industry.

The firm won a Gold Award in the Travel and Leisure category for its campaign on the Lagos Shopping Festival, an initiative supported by the administration of Lagos State Governor Babajide Olusola Sanwo-Olu.

In the Technology category, the consultancy also emerged winner for its campaign on the unveiling of the T2 brand for Emerging Markets Telecommunications Services Limited, formerly known as 9mobile, defeating strong competition from agencies across Africa and global communications firms.

Founder of PRovoke Media and organiser of the awards, Paul Holmes, said the 2026 edition attracted a record number of entries, making it one of the most competitive in the history of the SABRE Africa Awards.

Holmes noted that the high standard of submissions reflected the rapid growth of the public relations and reputation management industry across the continent.

Founder and Chief Strategist of Chain Reactions Africa, Israel Jaiye Opayemi, described the recognition as a proud moment for Nigeria, dedicating the award to President Tinubu for pursuing bold reforms and to the Presidential Media Team for its collaborative approach.

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He recalled attending the SABRE Awards in Miami in 2014 as a spectator, saying the experience inspired him to position both his company and Nigeria prominently on the global communications stage.

With multiple wins this year, Chain Reactions Africa has maintained a strong record at the SABRE Awards, securing several honours in recent years and further strengthening Nigeria’s visibility in the global communications industry.