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07 August 2019 | Story Charlene Stanley | Photo Stephen Collett
Prof Francis Petersen, Prof Puleng LenkaBula, William Bulwane and Min Thoko Didiza
Prof Francis Petersen, UFS Rector and Vice-Chancellor; Prof Puleng LenkaBula, Vice-Rector: Institutional Change, Student Affairs, and Community Engagement; Mr Kwekwe William Bulwane, Free State MEC for Agriculture and Rural Development; and Ms Thoko Didiza, Minister of Agriculture, Land Reform and Rural Development, who presented the 2019 Charlotte Maxeke public lecture.
“This work is not for yourselves. Kill that spirit of self. Do not live above your people. Live with them.” 
These famous words by Charlotte Maxeke, one of South Africa’s leading academic and social pioneers, formed the thrust of Minister Thoko Didiza's public lecture in a packed Equitas Auditorium on the UFS Bloemfontein Campus, three days before South Africans celebrate Woman’s Day.

The Agriculture, Land Reform and Rural Development Minister urged her audience to heed the “rich lessons this remarkable woman holds for our generation today”, in a lecture with the topic: Feminist Leadership, Intergenerational Dialogue on Knowledge, Agriculture and Sustainable Futures.

Educational pioneer

Referring to Maxeke’s many academic and cultural achievements, Minister Didiza pointed out that, “Her educational achievements did not make her see her fellow Africans any differently. It made her want to change their lives for the better.”
She called Maxeke a “true feminist, with an inclusive vision to fight for the betterment of all South Africans”.

This was echoed by Prof Francis Petersen, UFS Rector and Vice-Chancellor, in his welcoming address. He singled out the fact that Maxeke used to spend long hours tutoring her less skilled classmates while still at school.
“This wonderful example of using your own knowledge to make a real impact in the lives of others, is something we at the University of the Free State truly salute,” he said.  

Women’s conversation on land

On the topic of land reform, Minister Didiza referred to the fact that countries all over the world were involved in a ‘continuous process’ of land reform. She appealed to all South Africans to get involved in dialogues around the land issue.
“I know the pain and the cries of African people when it relates to land. But I don’t hear the cries and concerns of our white compatriots. Because until we understand each other’s pain, we will never be able to navigate the future.”
Minister Didiza then called for a ‘women’s conversation on land’, as she believed women to be ‘calmer’ than men and more inclined to collaborate with and listen to one another on an issue that is vital to all South African communities. 

Knowledge should lead to action

Minister Didiza said she believed universities had an important role to play in “gaining collective knowledge to solve problems”, and that agriculture should be a key focus area here – “benefitting from innovations in other sectors”.
“We need to urgently revitalise agriculture to once again bring glory to the Free State,” she said.
 “Knowledge means nothing if not translated into action and solutions for the problems we face in South Africa,” she concluded.

The Charlotte Maxeke lecture has been presented annually since 2009. Previous speakers include Minister Angie Motshekga, Prof Hlengiwe Mkhize and Dr Frene Ginwala.
 
Who was Charlotte Maxeke?

The CMM Institute describes her in this way:
“Charlotte Mannya-Maxeke (1871–1919) was a pioneering South African woman who was passionate about inclusivity, education and evangelism. She grasped every opportunity presented to her and accomplished many notable firsts during her lifetime.”
These ‘firsts’ include:
- being the first black woman in South Africa to obtain a BSc degree (at Wilberforce University in the United States of America in 1901);
- being the first woman to participate in the King’s Courts under King Sabata Dalindyebo of the AbaThembu;
- being the first African woman to establish a school (in Evaton, with her husband, in 1908);
- being the only woman who attended and contributed to the first African National Congress (ANC) conference in 1912; and
- being the co-initiator, organiser, and first President of the Bantu Women’s League, founded in 1918.

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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