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APO Group And Africa’s Business Heroes Win Prestigious PRovoke Africa SABRE Award – FashionStyleng



APO Group (, the leading pan-African press release distribution and communications consulting service, is pleased to announce that it has won the prestigious PRovoke Africa SABER award for the public relations campaign around Africa’s Business Heroes (ABH) Contest Prize.


The ABH program ( is designed to promote entrepreneurship in Africa and empower the next generation of African business leaders. APO Group’s participation in a dedicated PR campaign in 2021 led to one of the most successful editions of the ABH Awards Competition and helped raise the profile of African entrepreneurship across the continent and beyond.

PRovoke Africa SABER Awards are Africa’s premier public relations awards. Held in Dar es Salaam, Tanzania, the 2022 SABER Awards attracted more than 2,000 entries from PR agencies across the continent. A jury of industry leaders chaired by PRovoke Media founder Paul Holmes was looking for campaigns that were gritty, authentic, shareable and captured the public imagination, and ABH ticked all the boxes.

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The ABH Prize is one of the Jack Ma Foundation’s key philanthropic initiatives, with a 10-year commitment to support the development of a new entrepreneurial ecosystem. Each year, ten finalists are selected from tens of thousands of applications to win a share of a prize fund of $1.5 million in grants.

Jack Ma, founder of Alibaba Group and the Jack Ma Foundation, launched the ABH Award after taking his first trip to Africa in 2017 and was inspired by the energy and entrepreneurial potential of the young people he met.


Since 2020, APO Group has worked together with the Jack Ma Foundation to run a holistic campaign for the ABH Prize across the continent, while APO Group founder and chairman Nicolas Pompigne-Mognard has been a semi-final judge at the last two editions of the competition.

The work done by APO Group and the ABH team was voted the overall winner in the North Africa category of the 2022 SABER Awards. The ABH Award is a truly pan-African campaign, reaching applicants from across the continent. The APO Group team worked to provide a strategic media relations plan for ABH that would generate maximum media coverage and drive applications across Africa.

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Despite the great geographic challenges of the pandemic, the campaign was a great success. Some of the highlights included: three major media events attended by hundreds of African media; a staggering 94 media interviews secured for ABH spokespersons, judges and businessmen; and a promotional campaign on social networks that reached more than 29 million people.

This added up to one of the most successful ABH competitions in history with over 20,000 quality applications, more women entrepreneurs than ever, and every African country represented.


“Africa’s Business Heroes is an ambitious project, and covering all 54 African countries requires extensive public relations knowledge and experience,” said Jason Pau, international executive director of the Jack Ma Foundation. “Working with APO Group has always been enjoyable and effective. , and we are delighted that the campaign, as well as the community of African entrepreneurs it represents, have received the recognition they deserve with this fantastic SABER award.”

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“The Jack Ma Foundation shares our vision for the future of business in Africa, and together our teams have worked tirelessly to raise the profile of the ABH Award,” said APO Group Founder and Chairman Nicolas Pompigne-Mognard. “This campaign really captured the public imagination and has shown the world the great potential that Africa has as a hub for the next generation of entrepreneurs.”


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