NDLEA Wins Gold in Crisis Management at 2026 Africa SABRE Awards
The National Drug Law Enforcement Agency (NDLEA) has made a significant mark by winning the Gold award in the Crisis/Issues Management category at the 2026 Africa SABRE Awards. This achievement highlights the agency’s effective communication strategies and its ability to manage complex social challenges. Alongside this, the Nigeria Customs Service (NCS) was recognized as a finalist for CEO of the Year, showcasing the growing influence of Nigerian institutions on the continent.
The NDLEA’s Winning Campaign
The NDLEA’s campaign titled “War Against Drug Abuse” under the leadership of Brig. Gen. Buba Marwa (Rtd), was chosen as the best crisis management initiative in Africa. The campaign, executed by Image Merchants Promotion Limited (IMPR), received high praise for its strategic clarity, civic engagement, and impact on public perception during a critical period of national security concern.
The international jury highlighted that the campaign demonstrated how coordinated, evidence-based communication can enhance trust in institutions when dealing with complex issues like drug trafficking and abuse. This recognition underscores the importance of well-planned communication strategies in addressing societal challenges.
NCS’s Recognition
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. His leadership, characterized by reform-focused messaging, has played a crucial role in repositioning the service’s public image and promoting operational transparency.
Other notable contenders in the CEO of the Year category include Vodacom’s CEO for the “Beyond the Headlines” campaign, done in collaboration with WE Communications, and Harry Scherzer, CEO of Future Forex, for a campaign managed by Irvine Partners.
Nigeria’s Dominance in Africa SABRE Awards
Nigeria is leading the way in the 2026 Africa SABRE Awards with several entries. A jury spokesperson noted that African agencies are no longer just following global trends but are now defining them. Out of over 500 submissions across Africa, only about 120 made it to the final pool, reflecting the increasing sophistication of crisis management, digital storytelling, and purpose-driven communication on the continent.
Other Notable Winners and Nominees
In the Company of the Year category, KFC Africa and Guinness Nigeria, in partnership with Chain Reactions Africa, 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. Meanwhile, the African Development Bank Group clinched the Global Campaign award for “AFAWA: Banking on Women.”
In Western Africa, Nigerian campaigns dominated the selected entries. These 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.
International Recognition
The Walt Disney Company Africa secured multiple nominations for “The Disney Dream Room” and “ESPN on Disney,” while Spotify and Microsoft were recognized for campaigns centered on Afrobeats culture and AI-driven economic development.
Winners of the 2026 Africa SABRE Awards will be announced 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 alongside PRCA’s South Africa conference.