Kenyan PR Campaign Wins Global Award

Posted on September 30, 2011


Part of the students who took part in a handwashing campaign that set Guinness World Record by Lifebuoy

Unilever’s “Surprisingly Lifebuoy Campaign” is the winner of the Global SABRE award in the Consumer Marketing/Existing Product category.

The campaign, Surprisingly Lifebuoy, was implemented by leading public relations agency Apex Communications Ltd for Unilever to support the re-launch of the soap under a new positioning.

Key highlights of the campaign were the launch of the Alliance for the Promotion of Handwashing with Soap; the breaking of the Guinness World Record for most people washing hands at one place; and creative linking of handwashing with Lifebuoy.

The announcement was made during the first edition of the Global SABRE’s that was held in Istanbul, Turkey, on yesterday September 29, 2011.

The Global SABRE Awards, recognize Superior Achievement in Branding and Reputation, and are coordinated by The Holmes Group, a leading global public relations publishing operation. All the selected finalists are by nomination and not by competitive entry.

“We are delighted to find out that our work has been shortlisted in the 2011 Global SABRE Awards for the “Consumer Product Campaign of the Year” accolade alongside campaigns implemented in some of the most mature PR markets in the world – USA, India, and Thailand. It’s great that the work we’ve been doing in Kenya is now recognized at this level,” says Apex Managing Director, Lawrence Gikaru.

The Lifebuoy campaign was selected in the Best Consumer Product Campaign where it competed against leading campaigns by Lenovo in Asia, Honest Tea in the USA, Gillette in India, and Nestle in the USA to emerge the winner.

Earlier this year, the Surprisingly Lifebuoy Campaign won the Gold SABRE after it was voted the best Household Products Category Campaign in Europe, Middle East and Africa (EMEA).

This campaign was also among the four finalists for the Platinum SABRE – which recognizes the best of the winning campaigns for the region.

The SABREs are sponsored by The Holmes Group,, a leading global public relations publishing operation that is dedicated to improving the value of public relations, by providing insight, knowledge and recognition to public relations professionals around the world.

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