APO Group, a leading pan-African communications consultancy, has once again earned recognition on the continental stage, winning gold at the 2025 SABRE Awards Africa.
The award was given for its groundbreaking “World Unseen” campaign developed in partnership with Canon Central and North Africa.
The campaign, showcased at GITEX Africa, stood out for its commitment to accessibility and inclusion, presenting a tactile photography experience designed for individuals with visual impairments.
The “World Unseen” initiative redefined traditional visual storytelling by introducing an innovative approach that allowed people with limited or no sight to experience photography through touch.
This campaign not only demonstrated Canon’s technological ingenuity but also illustrated how creative communications can be a tool for societal inclusion.
Alongside this major win, APO Group secured finalist spots in five other award categories, further highlighting its leadership in delivering purpose-driven and impactful communications across Africa.
These recognitions included campaigns for GITEX Africa 2024, Africa’s Business Heroes 2023, the Global Africa Business Initiative, and Canon’s “10 Years of Miraisha: A Decade of Empowerment.”
Bas Wijne, CEO of APO Group, praised the recognition as a validation of the firm’s dedication to reshaping African narratives through creative storytelling.
“Winning gold for Canon’s ‘World Unseen’ is particularly meaningful as it demonstrates how communications can drive accessibility and inclusivity,” he said.
“Our finalist placements across such diverse categories reflect the strength, creativity, and dedication of our team, and our commitment to sharing Africa’s positive narratives,” he added.
The SABRE Awards, known globally for honoring excellence in branding, reputation management, and engagement, underscore the industry’s best campaigns.
The “World Unseen” campaign’s victory at the SABRE Awards follows earlier recognition at the 2025 Davos Communications Awards, where it won both gold and bronze.
This string of recognitions solidifies APO Group’s position as a trailblazer in African communications.
Founded in 2007, the consultancy has become known for its pan-African reach, proprietary distribution platform Africa Newsroom, and a client list that includes prominent global brands such as Canon, Nestlé, Western Union, and the United Nations Development Programme.
From inclusive storytelling to cross-continental impact, APO Group continues to redefine public relations in Africa.
The group’s work is not only elevating brand presence but also driving narratives that celebrate innovation, diversity, and the growing influence of African voices on the global stage.
