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.

The DG said such strategic move is aimed at actualizing the “Forge Strategic Partnerships and Collaboration” pillar outlined in the Strategic Roadmap and Action Plan (SRAP 2.0 2024-2027).

Representing the DG, Dr Aristotle Onumo, the director of the Corporate Planning and Strategy Department, conveyed NITDA’s dedication to fostering innovation without inhibiting it and emphasising the significance of co-creation, stakeholder engagements, and innovation in driving NITDA’s regulatory agenda.

Inuwa further highlighted the necessity of collaboration among various stakeholders within and beyond the public sector and elaborated on the establishment of the Digital Transformation Working Group within each ministry.

This collaborative effort aims to ensure the relevance of policies, frameworks, and guidelines across governmental agencies.

In elucidating NITDA’s approach to regulating Information Technology matters, the DG stressed the importance of stakeholder engagement and understanding their needs, problems, and fears.

He underscored the significance of developing laws and policies that address these concerns effectively.

While addressing the monitoring of service delivery, Inuwa recommended an annual submission of IT plans by government agencies to ensure alignment with Agency’s objectives and highlighted the Agency’s use of IT clearance as a swift mechanism for enforcing standards.

On her part, Minister Salima Bah underscored the importance of collaboration in propelling Africa forward in emerging technologies such as AI and blockchain and stated the need for Africa to leverage these technologies for mutual benefit rather than being mere consumers.

Reflecting on the two-day engagement, Bah expressed gratitude for the opportunity to learn from NITDA’s expertise in policy implementation, digital development, and enforcement of standards and guidelines, particularly in the area of technology clearance and compliance.

The minister noted that the meeting between NITDA and Sierra Leone’s Ministry of Communications, Technology, and Innovations signifies a pivotal step towards fostering cross-border collaboration and advancing digital innovation within the African continent.