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APO Group shortlisted for PRovoke Media Global SABRE Award for 2023

For its excellent public relations campaign with multinational NGO Mercy Ships, APO Group (, the top Pan-African communications consultant and press release distribution firm, is happy to announce that it has been shortlisted for a PRovoke Media Global SABRE Award. Use this link to download the case study:

Because they span a wide range of PR disciplines and have a global reach, the SABRE prizes are the most significant and distinguished prizes in the public relations business. A panel of prominent industry figures reviews thousands of ads year, and the most impressive ones are chosen as regional champions for the Americas, Asia-Pacific, and EMEA (Europe, Middle East, and Africa). The Global SABRE Awards then select the very finest of these winning efforts to determine who is the real elite in international PR.

The Mercy Ships campaign was one of just 40 chosen from over 5,500 entries for the Global SABRE Awards competition, having already won an African SABRE Award in May. The Hotel Washington in Washington, D.C. will host the ceremony to honor the “best of the best” on November 6–8, 2023.

The selection of APO Group’s Mercy Ships campaign, which is the only nomination overseen by an entirely African-owned agency, among ads from some of the world’s most renowned PR firms is evidence of the power of African storytelling.

An international nonprofit organization called Mercy Ships runs the biggest civilian hospital ship in the world, providing surgical care, medical education, and hope and healing to those most in need. However, before APO Group was hired to publicize its beneficial work throughout Africa, not much was known about Mercy Ships.

APO Group was able to increase Mercy Ships’ visibility all year round by utilizing its unparalleled connection to African and international media, elevating the organization’s profile and reaching new audiences globally. The campaign yielded over 4,000 pieces of internet coverage, numerous editorial articles and interviews, and a PR value of USD 125 million.

The Global Award comes after APO Group’s incredibly prosperous year at the SABRE Awards. In keeping with APO Group’s dominant position as Africa’s top communications consultancy, three more campaigns for the Jack Ma Foundation, Canon, and the International Organization for Migration (IOM) were also recognized in regional categories.

APO Group is unique in that its staff operate “on the ground” in numerous African nations, enabling them to reach every part of the continent. Global agencies running satellite offices in Africa cannot match this in-depth understanding and expertise of the complicated, dispersed media landscape in Africa. APO Group has dedicated itself for over 15 years to rewriting the story of Africa, dispelling myths, and introducing audiences outside of the continent to inspirational first-hand accounts.

Group Account Director at APO Group Rania El Rafie commented, “This is an amazing accolade from the most prestigious Awards panel in international Public Relations.” Being acknowledged with some of the largest PR agencies worldwide is incredibly thrilling since it demonstrates that inspiring African narratives can make it to the top of the PR game. Since Mercy Ships was the only campaign designed, developed, and carried out entirely by Africans, we already consider ourselves victorious! Being the flag bearers for our continent makes us proud!

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