APO Group wins Gold at 2025 SABRE Awards for Inclusive Canon Campaign, earns five additional nominations

By The Inspirer.

JOHANNESBURG, South Africa — July 16, 2025 — APO Group, the leading pan-African communications consultancy and press release distribution service, has won Gold at the 2025 SABRE Awards Africa for its groundbreaking campaign with Canon Central and North Africa. The award-winning campaign, The World Unseen Experience at GITEX Africa, redefined visual storytelling by making photography accessible to people with visual impairments through the use of tactile imagery.

The campaign, which showcased Canon’s inclusive approach to art and technology, stood out among hundreds of entries across the continent, securing APO Group the top honour in a competition that celebrates excellence in branding, reputation, and engagement.

“This award is deeply meaningful as it highlights how communications can champion inclusivity and accessibility,” said Bas Wijne, Chief Executive Officer of APO Group. “We’re proud to see our work and that of our partners recognised at this level, and even more proud of the social impact this campaign has achieved.”

In addition to the Gold win, APO Group was named a finalist in five other SABRE Award categories for campaigns that span some of Africa’s most high-profile initiatives. These include its strategic work for GITEX Africa 2024, the continent’s largest tech and startup event; Africa’s Business Heroes 2023, a flagship program that empowers African entrepreneurs; the Global Africa Business Initiative (GABI); and Canon’s 10 Years of Miraisha: A Decade of Empowerment, a campaign that reflects a decade-long commitment to youth skills development.

“This recognition across such diverse and high-impact projects is a testament to the strength, creativity, and purpose-driven work of our team,” said Rania El-Rafie, Vice President of Public Relations and Strategic Communications at APO Group. “It also speaks to the trust our clients place in us to tell Africa’s most compelling stories with authenticity and impact.”

This year’s SABRE Award win builds on APO Group’s momentum following its double win at the 2025 Davos Communications Awards, where the World Unseen campaign also clinched Gold and Bronze for its innovation in inclusive brand experiences.

Founded in 2007, APO Group has established itself as the only fully integrated 360-degree communications consultancy in Africa with its own proprietary press release distribution platform, Africa Newsroom. The firm’s reputation for excellence is reinforced by an impressive portfolio of international clients including Canon, Nestlé, Western Union, UNDP, Mercy Ships, and Africa’s Business Heroes.

With a multicultural team operating across the continent, APO Group continues to challenge outdated narratives and amplify Africa’s stories on the global stage. Its consistent recognition at international award platforms positions it as Africa’s most awarded communications consultancy, committed to leveraging media as a force for positive change.