APO Group Wins Gold at 2025 SABRE Awards for Inclusive Canon Campaign
APO Group, Africa’s leading pan-African communications consultancy and press release distribution service, has clinched a Gold SABRE Award at the prestigious 2025 SABRE Awards Africa for its groundbreaking “World Unseen Experience at GITEX Africa” campaign with Canon Central and North Africa.
The campaign was celebrated for its innovative approach to making photography accessible to people with visual impairments through tactile imagery—redefining the boundaries of art and visual storytelling.
In addition to the gold win, APO Group was named a finalist in five other award categories, showcasing its creative excellence and impact across diverse sectors. The shortlisted campaigns include:
- GITEX Africa 2024 – Africa’s largest tech and startup event
- Africa’s Business Heroes 2023 – a major philanthropic initiative supporting African entrepreneurs
- Global Africa Business Initiative (GABI)
- Canon Central and North Africa’s “10 Years of Miraisha” – celebrating a decade of empowerment
Bas Wijne, CEO of APO Group, expressed pride in the wins, stating: “Winning gold for Canon’s World Unseen campaign is especially meaningful as it reflects how strategic communications can champion inclusivity. Our finalist placements across multiple campaigns and industries affirm our team’s strength and dedication to telling Africa’s most powerful stories.”
The SABRE Awards are among the world’s most respected accolades in branding, reputation, and engagement. The World Unseen campaign had previously earned gold and bronze at the 2025 Davos Communications Awards, underscoring its global recognition for innovation and purpose-driven storytelling.
Rania El-Rafie, Vice President of Public Relations & Strategic Communications at APO Group, added: “These awards validate our mission to share Africa’s stories with impact, authenticity, and heart. We are honoured by the trust our clients place in us and the shared commitment to positive change.”
This win further strengthens APO Group’s position as Africa’s only 360-degree communications consultancy with its own proprietary press release distribution platform, Africa Newsroom, underlining its role in shaping narratives that drive progress across the continent.
