The 22nd Annual International Business Awards presented three Stevie® Awards to QNET in October 2025, recognizing the lifestyle and wellness company’s consumer protection work across West Africa.
The Gold Stevie® Award honored “QNET Against Scams: Rebuilding Trust Through Crisis Communication and Public Education in Ghana” in the Communications or PR Campaign of the Year – Brand / Reputation Management category. A Silver Stevie® Award went to the same campaign in the Public Service category, while a Bronze Stevie® Award recognized the company’s V-Africa 2025 conference in the Corporate & Community – Community Engagement Event category.
These awards follow ongoing fraud problems affecting direct selling companies operating in emerging markets, with scammers falsely claiming to represent companies.
QNET’s campaign responded to unauthorized individuals using the company’s name to promise jobs, visas, or financial returns to West African communities. The six-month initiative launched in Ghana during 2024 before expanding to Senegal and Sierra Leone.
Campaign Structure
The consumer education program used billboards, radio spots, television advertisements, illustrated pamphlets, and digital platforms across multiple Ghanaian regions. On-ground teams on roller skates distributed materials in high-traffic areas. Messages appeared in Greater Accra, Ashanti, Eastern, Western, Ahafo, Volta, Northern, and Bono regions.
Campaign materials distinguished between legitimate direct selling operations and fraudulent schemes. The messaging clarified that QNET functions as a direct selling business where earnings come from selling products rather than from recruiting others or making investments.
QNET established a collaborative relationship with law enforcement and regulatory agencies throughout the campaign period. The company opened a Scam Alert portal allowing consumers to identify and report suspected fraud. A WhatsApp reporting line received over 1,000 reports during 2025, with 70 cases forwarded to authorities for investigation.
Industry Context
When QNET opened its Direct Selling Disinformation Centre (DSDC) in 2022, it noted an 18% increase in independent distributors across African markets. This expansion has continued, but with increased visibility, scammers have tried to take advantage of the QNET name.
“The vast majority had a good experience, including with some of the largest brands in the world,” said Trevor Kuna, Chief Marketing Officer at QNET, at the time “The minority who had a bad experience need protection and reliable guidance.”
When QNET received the awards for its anti-scam campaign, Kuna acknowledged 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 in more than 60 countries during the 2025 cycle. More than 230 industry professionals reviewed submissions across multiple categories.
QNET has operated as a lifestyle and wellness direct selling company since 1998. The Hong Kong-based multinational company offers products such as health supplements, wellness devices, personal care products, home care solutions, and luxury watches through direct selling and an e-commerce platform. The business operates in over 25 countries, with Independent Distributors earning commissions from product sales generated through their referrals.
