At the 22nd Annual International Business Awards (IBA), QNET, a global lifestyle and wellness brand, won a Gold Stevie Award for its QNET Against Scams campaign, which promotes consumer protection across Africa.
The campaign, launched in Ghana in 2024 and later expanded to Senegal and Sierra Leone, was designed to tackle the misuse of QNET’s name by fraudsters posing as company agents.
It has now earned QNET three honours at the 2025 IBAs — a Gold Stevie Award for “Rebuilding Trust Through Crisis Communication and Public Education in Ghana” under the Brand/Reputation Management category, a Silver Stevie Award in the Public Service category, and a Bronze Stevie Award for its flagship event, V-Africa 2025, recognised under Corporate & Community – Community Engagement Event.
Through the QNET Against Scams campaign, the company sought to restore public trust by clarifying its direct selling business model and educating the public on how to spot fraud.
The initiative combined radio and television messaging, social media engagement, billboard placements, and even creative street activations such as roller-skating teams that captured attention in major cities.
The campaign’s success was also rooted in its partnerships with key law enforcement and regulatory agencies, including Ghana’s Economic and Organised Crime Office (EOCO), the Ghana Police Service, the Ghana Immigration Service, and Nigeria’s Economic and Financial Crimes Commission (EFCC). Together, these institutions worked to curb fraudulent activities and promote financial awareness.
Beyond public education, QNET introduced a Scam Alert portal, designed to help consumers verify company information, identify fraudulent claims, and report suspicious activity. The initiative was amplified through extensive media coverage, compliance programmes, and grassroots events that connected with tens of thousands of people across communities.
The company’s drive for transparency comes as global figures have become more alarming. According to the 2024 Global State of Scams report by the Global Anti-Scam Alliance (GASA) and Feedzai, global financial losses linked to scams reached an estimated $1.03 trillion within 12 months, a statistic that stressed the urgency of corporate-led consumer protection initiatives.
“These awards are a validation of our efforts to fight back against those who misuse our brand name to defraud others,” said Trevor Kuna, chief marketing officer of QNET. “We are determined to protect the communities in which we operate and rebuild trust with our customers and stakeholders. Together, they affirm our commitment to responsible entrepreneurship and the values that drive us forward.”
QNET’s recognition at the IBAs places it among leading global brands celebrated for their commitment to integrity, communication excellence, and social responsibility.
Since its establishment in 1998, QNET has leveraged direct selling and e-commerce to distribute wellness and lifestyle products globally, building a vast network of entrepreneurs and customers.
The company is a member of several direct selling associations and maintains partnerships with major sports organisations, including Manchester City Football Club and the Confederation of African Football (CAF), reflecting its growing international footprint.
