QNET Wins Three Stevie Awards for Anti-Scam Campaign in 2025

The 22nd Annual International Business Awards recognized QNET for its significant efforts in consumer protection with three Stevie® Awards in October 2025. The awards highlighted the company’s campaign aimed at combating scams in West Africa, specifically honoring the initiative “QNET Against Scams: Rebuilding Trust Through Crisis Communication and Public Education in Ghana.” This campaign received the prestigious Gold Stevie® Award in the Communications or PR Campaign of the Year – Brand / Reputation Management category, while a Silver Stevie® Award was awarded in the Public Service category. Additionally, a Bronze Stevie® Award recognized QNET’s V-Africa 2025 conference in the Corporate & Community – Community Engagement Event category.

The recognition comes in light of ongoing fraud issues affecting direct selling companies in emerging markets. Scammers have exploited the QNET name, falsely claiming to represent the company while promising jobs, visas, or financial gains to vulnerable West African communities. To counteract this, QNET launched a comprehensive six-month consumer education initiative in Ghana in 2024, which later expanded to Senegal and Sierra Leone.

Campaign Structure and Impact

QNET’s anti-scam campaign employed a multi-faceted approach that included billboards, radio spots, television advertisements, illustrated pamphlets, and digital outreach. Teams actively engaged with the community by distributing materials in high-traffic areas, utilizing roller skates to increase visibility and interaction. The campaign reached diverse regions such as Greater Accra, Ashanti, Eastern, Western, Ahafo, Volta, Northern, and Bono.

The materials created a clear distinction between legitimate direct selling operations and fraudulent schemes. The messaging emphasized that QNET operates as a direct selling business, where income is generated from product sales rather than recruitment or investment schemes. Throughout the campaign, QNET collaborated closely with law enforcement and regulatory bodies, establishing a Scam Alert portal for consumers to report suspected fraud. In 2025, the WhatsApp reporting line received over 1,000 reports, leading to 70 cases being forwarded for investigation.

Industry Context and Future Directions

The launch of QNET’s Direct Selling Disinformation Centre (DSDC) in 2022 marked a significant step in the company’s commitment to combating fraud. Following its establishment, the company saw an 18% increase in independent distributors across African markets. As QNET expanded its presence, it became increasingly important to protect its brand from misuse by scammers.

Trevor Kuna, Chief Marketing Officer at QNET, highlighted the positive experiences of the majority of independent distributors while acknowledging the need for protection for those who had negative experiences. He stated, “The minority who had a bad experience need protection and reliable guidance.” Reflecting on the recent awards, Kuna expressed gratitude, noting that “these awards are a validation of our efforts to fight back against those who misuse our brand name to defraud others. We are determined to protect the communities in which we operate and rebuild trust with our customers and stakeholders.”

The International Business Awards evaluated over 3,600 nominations from organizations across more than 60 countries in the 2025 cycle. More than 230 industry professionals assessed submissions in various categories. Since its establishment in 1998, QNET has grown into a leading lifestyle and wellness direct selling company, offering products such as health supplements, wellness devices, personal care, home care solutions, and luxury watches through both direct selling and an e-commerce platform. Operating in over 25 countries, QNET enables Independent Distributors to earn commissions from product sales generated through their referrals, further emphasizing the company’s commitment to ethical business practices.