For the past four years, Red Ribbon has been working with KnowBe4, the world’s largest integrated platform for security awareness training, on a retainer basis.

As the retained PR agency for South Africa and the rest of Africa, Red Ribbon has positioned KnowBe4 AFRICA as the expert in security awareness training – dominating local share of voice against its competitors.

Through a coordinated local programme of creative content initiatives such as an annual African cybersecurity awareness research study, a cyber-themed learning program and hackathon, and a scholarship for women of colour in cybersecurity, we achieved thousands of media placements and hundreds of exclusive interviews.

To maximise exposure, we employed a multi-faceted approach using various elements such as local surveys, rapid responses to breaking news in the cybersecurity space, and finding local angles for articles on trending topics. We also created content related to special days such as Youth Day and National Women’s Day to further increase visibility and relevance.

The phenomenal results speak for themselves with media publicity in broadcast and mainstream publications such as eNCA, SABC Morning LIVE, Cape Talk, 702 Radio, Rapport, Business Report, Business Tech, Business LIVE, IOL, Cape Times, The Citizen, City Press, Cape Argus Business Report, Sunday Times, CNBC Africa, Netwerk24, Sowetan LIVE and Times LIVE.

We’ve also achieved widespread media coverage for KnowBe4 in Kenya, Nigeria, Morocco, Egypt, Ghana, Botswana, Namibia, Senegal and Ethiopia with almost 20,000 press hits in online and social channels over 3 years.

Through our thought leader positioning strategies, Anna Collard, the local spokesperson for KnowBe4, has become a widely respected thought leader in her field, earning her the trust of reporters who seek her out for expert commentary on cybersecurity matters.

Anna is also a sought-after keynote speaker and has earned several prestigious awards in the time since we started working together. Most notably IFSEC Global Security Influencers 2022, Top 50 Women in Cyber Africa 2020, Top 100 Women in Cyber 2021 CDM and Women in Tech Innovation Award 2020 SA.

These accolades are a testament to her expertise and the impact of our work together.

“I absolute love working with the Red Ribbon team who have helped us position ourselves as security thought leaders on the continent. They have a sense of what is trending, deliver outstanding work and are just a joy to work with .”

– Anna Collard, SVP Content Strategy & Evangelist at KnowBe4 AFRICA


year-on-year increase in total pieces of media coverage in South Africa


increase in publicity in mainstream and business publications


increase in exclusive media interviews