KnowBe4

Red Ribbon Communications has built a dominant thought leadership platform for KnowBe4 Africa, the world-renowned cybersecurity platform that comprehensively addresses human risk management. This work, positioning KnowBe4 Africa as the expert on the human element of cybersecurity, has been sustained over more than five years.

When KnowBe4 Africa expanded following its 2019 acquisition, its global narrative failed to resonate in a local media landscape saturated with generic threat messaging. The core problem was a disconnect: KnowBe4 possessed world-class expertise but lacked the localised, data-driven stories required to build authority. Our primary goal was to elevate their key expert, Anna Collard, from a knowledgeable spokesperson into the definitive, go-to authority on cybersecurity across Africa.

Our "wow factor" was the continuous execution of proprietary research projects across key African markets. This data-first approach served as the engine for the entire campaign. We designed and managed a comprehensive portfolio of research, headlined by the flagship annual African Cybersecurity & Awareness Report and complemented by tactical surveys on phishing, emerging scams, and the skills gap.

This continuous flow of fresh data fuelled a perpetual media relations cycle, including reports, infographics, authored op-eds, and intimate media dinners to strengthen relationships. The phenomenal results speak for themselves, securing high-impact coverage in influential publications such as Business Day, News24, The Citizen, Moneyweb, TimesLive, IOL, Daily Maverick,

Brainstorm, eNCA, Newzroom Afrika, CapeTalk, and SAfm.

The campaign successfully transitioned Anna Collard’s profile from a regional expert to a globally recognised voice. Our research reports became recognised by the broader industry and were widely cited by other publications, including the INTERPOL Africa Cyber Threat Assessment Report 2021.

Through our thought leader positioning strategies, Anna Collard’s name has become synonymous with the human element in cybersecurity across Africa. We successfully reversed the media dynamic, with inbound media requests now representing over 10% of all media engagements. This strategic communications work aided in influencing her appointment to various advisory boards, such as the Africa Cyber Defense Forum, and her participation in the World Economic Global Forum Council, where she is now serving her second consecutive term.

Anna is now a sought-after global keynote speaker at premier events like the ITWeb Security Summit and Africa Tech Festival. This recognition culminated in a cascade of prestigious accolades, including the Tech Entrepreneur Award South Africa 2025, Top 20 Women in Cyber of the World 2024, IFSEC Global Influencer in Security 2022, Top 100 Women in Cyber (global) 2020 & 2021, and the ISACA South Africa President’s Award 2020.

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