The Agency had earlier clinched a Diamond
SABRE for its Corporate Social Responsibility (CSR) focused campaign for Lumos
Nigeria (an international renewable brand), tagged 'Touching Lives Through A
Determined School Child - Dele Fathia', which got it nominated for the 'Best In
Show' top five finalists.
The Modion Communications' social impact
campaign beat four other finalists including Shoprite Group Corporate Image —
The Shoprite Group Communications Team; Kazi Mtaani — State Department for
Housing and Urban Development with Oxygène Marketing Communications; Rebuilding
Stakeholders' Trust in Kenya Airways — Kenya Airways with Edelman Africa and
Project Fabric Campaign against the ban of second-hand clothes — Mitumba
Association of Kenya with Hill+Knowlton Strategies Kenya.
The campaign began with the story of Dele
Fathia, a Nigerian schoolgirl who was using the illumination from one of her
town's ATM facility to study at night due to the lack of electricity in her
family home. Working with Lumos, Nigeria's leading solar and renewable energy
provider, Modion Communications worked to install the company's power system in
Dele's home within 48 hours, ensuring Dele does her schoolwork in the comfort
of her home.
Odion Aleobua
Commenting on the continental win, the Chief
Executive Officer, Modion Communications, Odion Aleobua, said the win
revitalised the zest of his young team to dominate the African public relations
space. "This win strengthens the desire of the young team at the Agency to
pursue of quest of dominating the Africa's public relations space. In our six
years of operations, we have touched bigger brands that set us in the right
direction to achieve this continental aspiration," Aleobua said.
In his remarks, the Chairman of the SABRE
jury, Paul Holmes, said, "This was a campaign that understood the power of
one person's story to illuminate a broader issue. The company took tangible
steps to improve the situation, drawing wider attention to a serious issue and
establishing itself as a leader in its market."
Modion Communications, prior to the historic
win, had won back-to-back Diamond SABRE Awards, three of them in two years,
having secured double SABRE Diamonds on its debut participation in 2020 with
its gripping teaser brand activation for Leadway Assurance #SeeFinish, and its
#Gokada2.0, a strategic crisis management campaign for Gokada and the other
this year, with the Lumos social impact campaign.
The Agency's two other entries also received
'CERTIFICATES OF EXCELLENCE' in their respective categories. The campaign, 'How
Rugged Is Your Jeep?', an internal communications campaign for Old Mutual
Nigeria, was recognised under the Employee Communications category. The '50
Shades of Happiness' campaign for Leadway Assurance got a certificate of
excellence under the Financial & Professional Services category.
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