Chain Reactions Africa, a Nigerian public relations consultancy, has secured a place among the world’s 40 best PR campaigns at the 2026 Global SABRE Awards for its “From Promises To Proofs” campaign on Nigeria’s economic reforms.
The recognition places the Lagos-based consultancy among the elite of the global communications industry and makes it the only Nigerian PR consultancy selected for the 2026 Global SABRE top 40.
The campaign was developed for the Presidency of the Federal Republic of Nigeria to communicate the implementation and impact of President Bola Ahmed Tinubu’s economic reform agenda.
Chain Reactions Africa is also one of the few independent African consultancies represented on the global list, which is dominated by major multinational public relations networks.
The 40 campaigns were selected from more than 5,500 entries submitted from over 60 countries through the SABRE Awards’ regional competitions. The selection therefore places Chain Reactions Africa’s campaign in an exclusive group representing less than one per cent of the entries.
PRovoke Media, which organises the SABRE Awards, describes the Global SABRE honourees as the “elite of the elite” in global communications.
From Africa to the global stage
The Global SABRE recognition represents the latest international milestone for “From Promises To Proofs”, which previously won the Public Sector/Government category at the 2026 Africa SABRE Awards.
The campaign was also selected as a finalist for the Platinum SABRE Award for Best in Show, further strengthening its standing among leading communications campaigns on the continent.
The campaign sought to address a central communications challenge surrounding economic reforms: how to move public discourse beyond government announcements and promises towards visible, measurable and verifiable evidence of policy implementation and outcomes.
According to Chain Reactions Africa, the strategy was designed in collaboration with the Presidential Media and Communications team to provide greater clarity around the Tinubu administration’s reform programme and communicate evidence of its implementation.
Commenting on the global recognition, Israel Opayemi, Founder and Chief Strategist of Chain Reactions Africa, said the achievement demonstrated that Nigerian communications expertise could compete at the highest level internationally.
“This is particularly special because it takes the work beyond winning in Africa and places it amongst the best communications campaigns in the world,” Opayemi said.
“It is a powerful affirmation that Nigerian creativity, strategic thinking and execution can compete at the highest level of our profession.”
Opayemi said the campaign was developed in partnership with the Presidential Media and Communications team to explain the government’s reform agenda and demonstrate evidence of its implementation.
Recognition for campaign team
He also commended members of the Presidential Media and Communications team for their collaboration in delivering the campaign.
Among those recognised were Bayo Onanuga, Special Adviser to the President on Information and Strategy; Mohammed Idris, Minister of Information and National Orientation; Dele Alake, Minister of Solid Minerals Development; and Lanre Issa-Onilu, Director-General of the National Orientation Agency.
“This is a proud moment for Nigeria, for the Nigerian government and indeed everyone who worked on this campaign with us,” Opayemi said.
Global SABRE Awards set for Chicago
The 2026 Global SABRE Awards will take place in Chicago on October 26, when the 40 shortlisted campaigns will be ranked in a countdown to determine the world’s number one PR campaign.
The campaign teams will subsequently have an opportunity to present their work at the 15th Global Public Relations Summit on October 27.
The Global SABRE recognition comes shortly after Chain Reactions Africa was ranked third overall among Africa’s PR consultancies and named winner of the Large Consultancy category in Earned First’s inaugural Africa Consultancy Performance Index.
The latest recognition further strengthens the consultancy’s growing international profile and underscores the increasing global visibility of African-owned communications firms.
For Chain Reactions Africa, the achievement represents more than another industry award. The selection of a Nigerian campaign among the world’s 40 leading PR campaigns signals the growing capacity of Nigerian communications professionals to develop and execute work capable of competing on the global stage.
With “From Promises To Proofs” now competing alongside some of the world’s most prominent communications campaigns, Chain Reactions Africa has positioned the Nigerian PR industry at the centre of a major international conversation about strategic communications, public-sector engagement and the communication of economic reform.