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. The campaign was executed by Image Merchants Promotion Limited (IMPR) and praised for its strategic clarity, sustained public engagement, and effectiveness in reshaping public perception during a sensitive national security period.

Judges noted that the campaign demonstrated how coordinated, evidence-based communication can strengthen public trust while confronting complex social threats such as drug trafficking and abuse.

In another significant recognition for Nigeria’s public institutions, the Nigeria Customs Service 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 Bashir Adewale Adeniyi, Comptroller-General of Customs, whose reform-focused messaging has been central to repositioning the Service’s public image and operational transparency.

Both the NDLEA and Nigeria Customs Service public relations campaigns were executed in strategic partnership with IMPR, the multi-award-winning parent company of PRNigeria, Economic Confidential, and Spokespersons Digest.

Other finalists in the CEO of the Year category include Vodacom’s CEO for the “Beyond the Headlines” campaign, executed with WE Communications, and Harry Scherzer, CEO of Future Forex, for a campaign managed by Irvine Partners.

The 2026 SABRE Africa shortlist—recognising Superior Achievement in Branding, Reputation and Engagement—was strongly dominated by Nigerian agencies and campaigns.

Leading the field was Chain Reactions Africa, which secured the highest number of nominations across categories. Other prominent organisations on the shortlist include Vodacom, KFC Africa, and The Walt Disney Company Africa.

Out of more than 500 entries submitted across Africa, only about 120 finalists made the final shortlist, reflecting the growing sophistication of crisis management, digital storytelling and purpose-driven communication on the continent.

The prestigious Diamond SABRE categories highlighted excellence across both the corporate and public sectors.

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.

Regional categories further highlighted standout African brands and institutions.
In Northern Africa, GITEX Africa Morocco 2025, managed by APO Group, won for its technology-driven media engagement, while the African Development Bank Group claimed the Global Campaign award for “AFAWA: Banking on Women.”

In Western Africa, Nigerian campaigns dominated the shortlist, led by the Lagos State Government for climate action communications and Indomie for its “Show Some Love To Mum” campaign.

Beyond NDLEA’s gold win, Nigeria’s public sector featured prominently across categories. 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 shortlist also reflected Africa’s expanding digital creativity. 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 across all categories will be unveiled at the Africa SABRE Awards Gala on March 17, 2026, at The Venue Melrose Arch, Johannesburg.

This year’s edition marks a milestone as PRovoke Media partners with the Public Relations and Communications Association (PRCA) to host the awards alongside PRCA’s South Africa conference.

“The quality of work this year shows that African agencies are no longer merely following global trends—they are defining them,” a jury spokesperson said.

For agencies such as Image Merchants Promotion Limited and Chain Reactions Africa, the 2026 SABRE recognitions further affirm Nigeria’s growing strategic influence within the global public relations and communications industry.

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The annual event, organized by Emergency Digest—a publication of Image Merchants Promotion Limited (IMPR)—in collaboration with the Centre for Crisis Communication (CCC), is designed to recognize outstanding gallantry, patriotism, and contributions to Nigeria’s safety and security.

The event, themed “Drug Control and National Security: Innovations for a Safer Tomorrow,” will take place at the NDLEA Headquarters in Abuja on Wednesday, November 19, 2025, at 10 a.m.

The SAEMA 2025 ceremony will feature the presentation of awards across multiple categories, including those for security service, law enforcement, community service, crime prevention, public information management, due diligence and civil-military relations.

The Publisher of PRNigeria and other titles, Mallam Yushau A. Shuaib, also announced that the event will feature the public presentation of a book titled: “Anti-Drug, Anti-Smuggling Campaigns—Youth Corper’s Chronicle,” which was co-authored by two youth corps members, Arafat Abdulrazaq and Tahir Ahmed serving at the PRNigeria Centre.

By PRNigeria

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TECHDIGEST – The National Drug Law Enforcement Agency (NDLEA), has named the Executive Vice Chairman of the Nigerian Communications Commission, NCC, Professor Umar Danbatta as its Special Ambassador in its renewed war against narcotics and use of other dangerous substances leading to addiction in the country.

Commander for Narcotics at the NDLEA Federal Capital Territory (FCT), Muhammed Ajiya, who announced the Ambassadorial recognition by the agency during a courtesy visit to the Commission in Abuja last weekend, said the objective of the NDLEA’s visit was to partner with the Commission in order to reduce the number of drug addicts in the country through sensitization programmes.

READ ALSO: Data Governance will Ensure Maximum Value Derivation from Digital Economy – NITDA Boss

He said one of the aims for this collaboration is to explore the use of telecom platforms to disseminate information about its activities to sensitize the citizens. He said this has become strategic as nearly all Nigerian youths are telecom subscribers who interface with telecom platforms from time to time. Ajiya said NCC comes readily to mind as a good partner to the NDLEA to achieve the latter’s mandate of reducing cases of drug addicts among the Nigerian youths.

“The NDLEA has rehabilitation centres across the country. This shows that we do not only apprehend the drug addicts, but we have rehabilitation centres where we monitor and guide them until they are fully rehabilitated” he said as he expressed appreciation that the NCC boss considered and accepted this role in the fight against drug addiction in Nigeria.

NCC’s Director, Human Capital and Administration, Usman Malah, who received the NDLEA’s delegation on behalf of the EVC of NCC, assured the visiting team of the Commission’s commitment to supporting the drug agency in eradicating drug abuse and sensitizing the citizens especially the young generation, majority of whom are telecoms consumers, on the effect of drug. 

“Strategic collaboration and partnership is one of the key pillars of the two regulatory roadmaps of the Commission – the Strategic Management Plan (SMP) 2020-2024; and the Strategic Vision Implementation Plan (SVP) 2021-2025 – and we would convey the NDLEA’s message to the Commission’s management to see how we can explore the areas of collaboration being requested by your agency,” Malah said.

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TECHDIGEST – The Centre for Crisis Communication (CCC), the National Information Technology Agency (NITDA), and the National Drug and Law Enforcement Agency (NDLEA) have bagged the 2022 African Public Relations Awards in Dar es Salaam, Tanzania.

The annual African PR award, which recognises Superior Achievements in Branding, Reputation and Engagement (SABRE) is hosted by Provoke Media in collaboration with the African Public Relations Association (APRA).

The PR campaigns of the three organisations from Nigeria were undertaken in partnership with a multi-award-winning PR agency, Image Merchants Promotion Limited (IMPR), the publishers of _PRNigeria_ and _Economic Confidential_.

While CCC bagged a trophy for anti-fake news campaigns it executed in partnership with PRNigeria, NITDA and NDLEA received Certificates of Excellence on digital innovation and anti-drug campaigns respectively.

The CCC won in the Sponsorship and Events Management Category for its various campaigns following its presentation of the ground-setting book “101 Fake News on EndSARS” authored by Dahiru Lawal.

NITDA, with the support of the Nigerian Ministry of Communications and Digital Economy bagged a Certificate of Excellence in the Public Affairs/Government Relations category for its campaign on Digital Innovation for Economic Prosperity in Nigeria, with a book of the same title authored by Inyene Ibanga.

Similarly, NDLEA bagged a Certificate of Excellence under the Public Sector/Government category for its campaign on “Share Facts about Drugs, Save Lives.”

Receiving the awards on behalf of his clients, the Chief Executive Officer, Image Merchants Promotion, Mr. Yushau A. Shuaib said his team is humbled for being honoured among the best in the global PR industry.

At least 11 outstanding Nigerian PR firms bagged different categories of the awards, which included four trophies and 20 Certificates of Excellence.

While BHM won two trophies for its campaigns for MTN on its Public Offer and Stakeholder Engagement, Chain Reaction won in the Healthcare category for its campaign for Alpha Mead Health Services.

Other honourees who received Certificates of Excellence included LSF/PR, Integrated Indigo, RED Media, So.Me Solution, Modion Communications, Blanche Aigle Communications, Chenist Communications and AT3 Resources.

Some of the clients of the PR firms whose campaigns won the awards besides those mentioned above such as the Ministry of Communication and Digital Economy, NITDA, NDLEA, Centre for Crisis Communication and MTN, include the Lagos State Government, MTV Base, Access Bank, Wema Bank, JAC Motors, 9mobile, Mastercard Foundation, European External Action Service (EEAS), Mango Nigeria, Zola Electric, Afrilabs and Meta.

While presenting the awards to the recipients, the APRA President, Mr Yomi Badejo-Okunsaya congratulated the winners for making the African continent proud by demonstrating the highest levels of creativity, integrity, and effectiveness in their various PR campaigns.

Also speaking virtual at the award event, the Chairman of the Award Jury, Paul Holmes admitted that there are quality PR campaigns coming from Africa.

Holmes, who is also the founder of Provoke Media, the organiser of the event further said that: “What we have seen over the past few years in Africa is the investment of large multinationals in the continent, but also a wave of African entrepreneurship that has seen local firms across the continent producing high-quality creative and driving impressive media coverage and social engagement for their clients.”

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TECHDIGEST – The Nigerian government has approved Zettabytes Technologies Limited to supply eye-scanning lie detector valued at over N498 million and R-SET Integrated Solution Limited to supply digital night vision googles worth N570,825 million allowing the National Drug Law Enforcement Agency (NDLEA) to intensify the war against drug barons.

The Federal Executive Council (FEC), Nigeria’s highest decision-making body, approved about N1.06 billion for the entire project, Minister of Justice and the Attorney General of the Federation, told the media in Abuja on Wednesday after the Council meeting, chaired by President Muhammadu Buhari.

READ ALSO : FG Decries Revenue Loss, Launches Campaign against Illegal Non-commercial Radio Spectrum

An eye-scanning lie detector is a revolutionized truth-telling technology much advanced that the traditional polygraph. The digital technology tells if a person is lying by tracking their eye movements. Eye Detect, one of its latest variants. is an advanced technology that measures bio-cognitive responses in the eye to determine deception or lies. It responds to eye movement, changes in pupil diameter, blinks, and fixations that typically signify stress.

Eye Detect technology, or eye-scanning lie detector, has won its supporters in the field. Law-enforcement agents laud the system as smoother than a traditional polygraph.

Eye Detect has an accuracy rating of up to 90% and according to the American Polygraph Association (APA) polygraphs have an accuracy rating of 83%, when done correctly.

A worrying spike in local illicit drug use and increasing fear of Nigeria becoming a major transit route has forced authorities in Abuja to deploy a more determined approach to taming drug barons.

“Arising from the fact that they have been doing wonderfully well, in terms of dealing with the scourge associated with drugs, the Federal Government has considered the possibility of making added provisions and employing and deploying technological equipment, skills and competencies that will assist them in delivery, said Malami

Adding: “As you rightly know, the National Drugs Law Enforcement Agency is an agency of government, saddled with the responsibility of exterminating illicit drugs trafficking, sales and consumption.”

According to him: “Our technology has improved to the extent that we have in place technological equipment that has the capacity to detect whether you are indeed speaking the truth or indeed you are lying in the course of investigation.

Government is determined to eradicate the illicit drug scourge, Malami said. His words:

“So, for the purpose of enhancing the capacity of the NDLEA in exterminating illicit drug trafficking, sales, and consumption, the Federal Government has considered the need and possibility of indeed providing this equipment to NDLEA.

“So, the memo in that respect was presented, it was taken and the contract was approved for Messrs Zettabytes Technologies Limited to procure for the agency this lie detector equipment.

“On that account, the Federal Executive Council approved the award of contract for the supply of eye-scanning lie detector by the NDLEA in favour of Messrs Zettabytes Technologies Limited in the sum of N498,850,000 only, inclusive of 7.5% VAT with a completion period of 90 days.

“The second memo sought the approval of the council for the supply of digital night vision goggles. This is intended to support the night operations of NDLEA.

“The council graciously approved the award of the contract with the supply of digital night vision goggles in favour of Messrs R-SET Integrated Solution Limited in the sum of N570,825,000 only, inclusive of 7.5% value-added tax with a completion period of weeks.”

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