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14 August 2018
Media effectively used to save the giraffe
“If we can save the habitat wildlife need, then the animals will be just fine,” said Dr Francois Deacon, a wildlife habitat expert in the UFS Department of Animal, Wildlife and Grassland Sciences.

The University of the Free State (UFS) is leading the fight against the extinction of giraffes and has assembled the largest research team in the world to manage, coordinate, and address this issue. Seven UFS departments are involved in this research. 

Dr Francois Deacon, a wildlife habitat expert in the UFS Department of Animal, Wildlife and Grassland Sciences, is leading the team of researchers who tasked themselves with better understanding the giraffe, and in so doing, save the giraffe. He said: "One way to stop the plummeting numbers is to learn more about how giraffes use their habitat and how much area they need in order to survive."

Dr Deacon focuses on the spatial ecology of wild animals. His main research focus is to understand the ecological and biological factors that regulate giraffe in their natural habitat.

Documentaries save

He collaborated with a documentary film crew to release the second in a trilogy of documentaries regarding giraffes and their natural habitat. The first, Last of the Longnecks, focused on the fact that giraffes are becoming extinct. The second documentary, Catching Giants, which was released last year, includes footage on how a multi-specialist research group of over 30 people from 10 different countries worked together to collect information about these little-known animals.

Documentaries such as these, together with a recent insert in the local wildlife documentary on SABC 2, 50/50, also helped to raise awareness on the giraffe and its plight.

Telling the truth

Dr Deacon said: “It is extremely important for the public to see how involved we really are with a major problem such as a species becoming extinct. Media exposure outlines the truth of what man is doing to nature. Cooperating with media such as the BBC, National Geographic, and 50/50, offers other journalists, producers, editors, and authors the opportunity to also take responsibility for raising awareness on the issue.” 

“Apart from the fact that awareness is shedding light on the problem, it also highlights who the leaders in this field are, what they are doing to address the problem, and what more is needed to make a change. The latter includes the funding of postgraduate students to conduct further research on this matter. If we were able to gather sufficient knowledge through different research questions across the globe, we could really make a difference in saving giraffes from extinction.” 

News Archive

A brand-new image for historic University of the Free State
2011-01-19

Prof. Jonathan Jansen, Vice-Chancellor and Rector, and Prof. Teuns Verschoor, Vice-Rector of Institutional Affairs, during the media conference to launch the new brand.
- Photo: Hannes Pieterse

A new chapter was written in the history of the University of the Free State (UFS) on Thursday, 27 January 2011 when it launched its revitalised brand image. 

The brand evolution has resulted in the adoption of two primary brands to engage with its stakeholders – an evolved academic crest and a new marketing brand for the institution’s offerings and services. 
 
The university, which recently won the World Universities’ Forum award for academic excellence and institutional transformation, was founded in 1904 as a dynamic learning environment where academic excellence and the development of leadership qualities are long-standing traditions. These values are the backbone of the university and the foundation of the new brand as it seeks to adapt to the changing needs of society, without sacrificing its rich history and heritage. 
 
The process of revitalising and creating a renewed image of the UFS, spearheaded by the university’s inspirational leader, Prof. Jonathan Jansen, started in February 2010 and involved a comprehensive and consultative process to understand the deep insights that underpin the fabric of the institution among its key stakeholders. 
 
“We engaged in one of the most expansive and intensive process of consultations with staff, alumni, senate, council and other stakeholders to determine how and in what ways our brand could signal a more inclusive and forward-looking vision that captured the spirit and essence of the new country and a transforming university,” says Prof. Jansen.
 
The new brand is anchored in the university’s renewed motto “In Veritate Sapientiae Lux” (In Truth is the Light of Wisdom), which has been evolved to embrace the diversity of the community the university without losing its essence. As Judge Ian van der Merwe, Chairperson of the UFS Councilnoted,the motto retains concepts with which not only Christians can identify, but which also accommodate all the different viewpoints of the UFS’s diverse students and staff. Hereby a feeling of unity and belonging is promoted.”
 
The new brand identity was developed by the country’s foremost academic branding authority, the Brand Leadership Group. “We worked with the university to develop a brand that reflects an inclusive, forward-thinking truly South African university in tune with its changing environment which embraces its past, present and signals the future,” says Thebe Ikalafeng, founder of Brand Leadership Group.
 
The new brand has found resonance with the various university stakeholders. “The end product is excellent,” commented Mr Naudé de Klerk, Chairperson of Kovsie Alumni. “It represents a history of hope, excellence, innovation and transformation. Above all, it represents a leap of faith, which extends from a humble beginning in 1904 to the strong and vital academic institution it is today.”
 
Finally, where it matters, the new brand also gets the students’ vote. “Our new brand illustrates and communicates to the rest of the world the message that we as the University of the Free State refuse to be tied down to the failures of the past, but instead confidently sprint forward to the successes of tomorrow,” says Modieyi Motholo, Chairperson of the university’s Interim Student Committee.
 
 
 

Media Release
27 January 2011
Issued by: Lacea Loader
Director: Strategic Communication (actg)
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za
 
 

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