SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

The Government of Ghana created a social campaign against child abuse in Ghana by launching a media event for key opinion leaders and roadshow for influencers to spread the message.

Case Study

Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.

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The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

Case Study

Kenya Airways, an airline, launched its first non-stop flight to the US with wide media support both internationally and in Kenya.

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The Chapa Dimba Na Safaricom Football Tournament, a national football tournament, increased awareness across Kenya by launching a series of press releases and feature stories, in addition to offering a trip to London as the grand prize.

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SAS, a software company, launched a media event that introduced Neil Harbisson, the world's first and only cyborg, to promote the notion of AI.

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Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

Case Study

Darling, a hair extensions brand, re-launched its brand in Nigeria by creating an influencer-led campaign and redesigning its packaging.

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Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

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Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

Case Study

Safaricom, a mobile network company, raised awareness of its youth platform BLAZE in Kenya, East and Central Africa by creating media launches featuring influencers, experiential events and TV show promotion.

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F5, an application services company, launched a research report and used its findings as PR material to increase awareness of its cloud capabilities in Africa.

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KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

Case Study

Siemens, an automation company, used data from Lagos, Nairobi and Johannesburg to create unique fabrics for a truly African fashion collection that shows the power of data-connected cities.

Case Study

South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

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WE Communications, a PR firm, launched a 24-hour stream of content customised to each market in South Africa to refine its annual global study, Brands in Motion.

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Zing Group, a financial services company, introduced a new product in a cluttered market in South Africa by adopting a ‘show, don’t tell’ approach, which resulted in 100,000 people signing up.

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Careem, a transportation network company, changed negative perceptions of its brand in Morocco by launching three press releases a month to communicate the brand in a positive light.

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The National Social Security Fund (NSSF), a Ugandan government fund, took over social media with news of the launch of the NSSF Go app in Uganda.

Case Study

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

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Sage South Africa, a software company, launched a "media deskdrop" and series of videos surrounding the South African government's annual budget speech to showcase its expertise in tax and compliance.

Case Study

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

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Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

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The Export Promotion Council, Kenya’s premier institution in the development and promotion of export trade, launched the second Kenya Trade Week event by organising 70 exhibitors from different organisations to attend.

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MTN Ghana, a telecommunications company, communicated its renewed BRIGHT operational strategy in Ghana through a 360-degree experience.