‘AFAWA: Banking on Women’ Campaign Wins Top Global Honour at 2026 Africa SABRE Awards

At its core, “AFAWA: Banking on Women” is a multi-city, multimedia initiative designed to spotlight the transformative work of the Bank’s Affirmative Finance Action for Women in Africa (AFAWA) programme.

The African Development Bank Group (AfDB) has secured a major international communications accolade, with its flagship campaign “AFAWA: Banking on Women” winning the prestigious “Global Campaign” category at the 2026 Africa SABRE Awards.

The award, presented during the Public Relations and Communications Association (PRCA) South Africa Conference in Johannesburg on 17 March, recognises outstanding excellence in branding, reputation management, and strategic communications across the African continent.

Storytelling with Impact: A Campaign That Resonates Globally

The winning campaign stood out among more than 500 entries from leading global agencies and African communications firms, reflecting its powerful blend of storytelling, data-driven messaging, and real-world impact.

At its core, “AFAWA: Banking on Women” is a multi-city, multimedia initiative designed to spotlight the transformative work of the Bank’s Affirmative Finance Action for Women in Africa (AFAWA) programme. Through a series of compelling “AFAWA Stories” videos, the campaign brought audiences face-to-face with women entrepreneurs and financial partners across Kenya, Nigeria, the Democratic Republic of Congo, and Côte d’Ivoire.

The campaign’s global footprint extended across key international hubs including Johannesburg, New York, Paris, Rabat, and Abidjan—amplifying African voices on a world stage and connecting policy, finance, and lived experiences.

Tackling a $49 Billion Financing Gap

Beyond its communications success, the campaign highlights a critical economic issue: the estimated $49 billion financing gap faced by women entrepreneurs across Africa.

AFAWA addresses this challenge through a multi-pronged strategy that includes:

• Unlocking billions of dollars in lending for women-led businesses

• Advocating for gender-responsive financial policies and regulatory reforms

• Building partnerships with private sector financial institutions

• Providing skills training, mentorship, and business development support

“Our AFAWA communications show how we are scaling access to capital and transforming lives,” said Melissa Basque-Roux, AFAWA Programme Coordinator. “This recognition motivates us to continue sharing the stories of women who are breaking barriers and driving economic growth across Africa.”

Recognition of Purpose-Driven Communications

The Africa SABRE Awards—short for Superior Achievement in Branding, Reputation and Engagement—are among the continent’s most respected honours in public relations and communications. They celebrate campaigns that not only demonstrate creativity and strategic excellence but also deliver measurable social impact.

“What stood out this year was how public relations continues to drive meaningful social change in Africa,” said Paul Holmes, chair of the SABRE Awards jury. “Campaigns like AFAWA prove that storytelling can influence both people and policy.”

Competitive Field Highlights Africa’s Growing PR Strength

This year’s awards saw 25 agencies recognised across more than 40 categories, underscoring the depth and diversity of Africa’s communications industry.

Global agency Edelman took home the coveted “Best in Show” title for its campaign with nonprofit Women For Change, while South African firm Clockwork emerged as the biggest winner overall, securing four awards.

“It’s inspiring to see African talent and campaigns recognised on such a high-profile platform,” said Jo Brophy, Head of International Membership at PRCA. “These awards highlight not just creativity, but real, tangible impact.”

From Continental Win to Global Stage

The AFAWA campaign’s victory marks the African Development Bank’s first Africa SABRE Award win and adds to a growing list of international recognitions. It is now set to compete at the Global SABRE Awards, where it will be judged among the world’s top 50 public relations programmes.

Winners will be announced at a global gala in Miami, Florida, in October 2026.

This latest accolade represents the third communications award for the AFAWA campaign and the twelfth international recognition for the Bank’s work in agriculture, human development, and social impact communications.

Elevating Women, Strengthening Economies

As African economies continue to evolve, initiatives like AFAWA—and the campaigns that amplify them—are playing a critical role in reshaping narratives around gender, finance, and entrepreneurship.

By combining strategic communication with measurable development outcomes, the African Development Bank is not only telling stories—but helping to rewrite the future of women-led business across the continent.