NDLEA, Nigeria Customs shine at SABRE Africa 2026
The National Drug Law Enforcement Agency (NDLEA) has won Gold in the Crisis/Issues Management category at the 2026 Africa SABRE Awards, while the Nigeria Customs Service (NCS) emerged as a
The National Drug Law Enforcement Agency (NDLEA) has won Gold in the Crisis/Issues Management category at the 2026 Africa SABRE Awards, while the Nigeria Customs Service (NCS) emerged as a finalist for CEO of the Year.
The NDLEA’s winning entry, the "War Against Drug Abuse" campaign under the chairmanship of Brig. Gen. Buba Marwa (Rtd), was adjudged the continent’s best crisis management initiative by an international jury.
Executed by Image Merchants Promotion Limited (IMPR), the advocacy was praised for its strategic clarity, civic engagement, and effectiveness in reshaping public perception during a sensitive national security period.
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The judges noted that it demonstrated how coordinated, evidence-based communication can strengthen trust in institutions as they confront complex social threats such as drug trafficking and abuse.
Comptroller-General of Nigeria Customs, Bashir Adewale Adeniyi, was shortlisted in the highly competitive CEO of the Year category for the "Impactful PR in Customs Service" campaign.
The nomination spotlights the communication-driven leadership of CG Adeniyi, whose reform-focused messaging has been central to repositioning the Service’s public image and operational transparency.
Others in the CEO of the Year category are Vodacom’s CEO for the "Beyond the Headlines" campaign, done with WE Communications, and Harry Scherzer, CEO of Future Forex, for a campaign managed by Irvine Partners.
Nigeria leads in the 2026 Africa SABRE (Superior Achievement in Branding, Reputation and Engagement) finalists. A jury spokesperson said: "The quality of work this year shows that African agencies are no longer merely following global trends—they are defining them."
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Out of more than 500 entries submitted across Africa, only about 120 made the final pool, reflecting the growing sophistication of crisis management, digital storytelling and purpose-driven communication on the continent.
In the Company of the Year category, KFC Africa and Guinness Nigeria, in partnership with Chain Reactions Africa (the most nominated agency), emerged as leading contenders for redefining brand purpose and cultural relevance.
In Northern Africa, GITEX Africa Morocco 2025, managed by APO Group, won for its technology-driven media engagement, while the African Development Bank Group clinched the Global Campaign award for "AFAWA: Banking on Women."
In Western Africa, Nigerian campaigns dominated the selected entries, which include the Lagos State Government's climate action communications and the "Show Some Love To Mum" campaign by Indomie.
The Presidency of Nigeria earned a finalist position in the Public Sector category for the "From Promises To Proofs" campaign, also managed by Chain Reactions Africa, highlighting a shift toward evidence-based governance communication.
The Walt Disney Company Africa secured multiple nominations for "The Disney Dream Room" and "ESPN on Disney," while Spotify and Microsoft were recognised for campaigns centred on Afrobeats culture and AI-driven economic development.
Winners will be unveiled at the Africa SABRE Awards Gala on March 17, 2026, in Johannesburg. PRovoke Media has partnered with the Public Relations and Communications Association (PRCA) to host the event along with PRCA’s South Africa conference.
