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03 July 2019 | Story Leonie Bolleurs
KovsiesCare - Clean Up Read More
Tsietsi Ngobese, through the Wesolve4x Cleaning My Planet Campaign, motivated citizens to collectively fill over 23 000 refuse bags to date.

The mission: To collectively fill 20 million refuse bags every Saturday with the help of 20 million people who are cleaning their own communities and our planet for an hour. The message: My planet, my responsibility.

The mission and message that the Wesolve4x Cleaning My Planet Campaign wants to convey, is based on a simple premise: Get community members to donate one hour of their time to cleaning duties every Saturday for the next 20 years until 2039. At the same time provide a continuous educational programme about waste management to the general public and to schools in order to empower them to take responsibility.

Address trash blindness


Tsietsi Ngobese, Chief Executive Officer of this initiative and BSc Actuarial Science graduate, says he understands the transformative power of education and the role it plays in transforming diverse communities. Through outreach programmes in our community and schools, we are slowly eliminating generational trash blindness. We also tackle some of the social determinants of health by encouraging healthy living conditions within our communities through good waste management and recycling. 

It is important for Tsietsi to add value to society. He believes that the Wesolve4x Generation will transform the world for the better through education and empowering all citizens.

The campaign – officially endorsed by Miss Earth South Africa, Catherine Constantinides – was launched on the UFS Bloemfontein Campus as well as the Abram Hlope Primary School in Katlehong on 4 May 2019.

“We want to promote the benefits of a clean and healthy environment for future generations,” said Tsietsi. 

Since their inception, the group has collectively filled over 23 000 refuse bags with the help of active citizens. 

Challenge accepted

When former lecturer, Jan Blomerus, once challenged his Actuarial students to protect the environment in order to decrease the mortality rate (from natural disasters because of the effect of climate change), Tsietsi accepted the challenge. “By inspiring excellence and transforming lives, the UFS plays an important role; I started to believe that I can address societal challenges in the communities I am an integral part of,” he said.

When Tsietsi saw trash piling up everywhere and children playing at illegal dumping sites, he became concerned about the health risk to society. He believes the dumping area is contaminating the air and water around the dumping site. 

“I had to be part of the solution to start cleaning up, and most importantly, educating myself and others to continuously take responsibility for our own waste and change our thinking about littering. This is a generational issue and needs a generational approach to unlearn all habits of littering,” Tsietsi pointed out. 

As part of his vision, Tsietsi plans to reduce the waste taken to landfill sites and to increase that which is taken directly from households to recycling plants. He also wants to encourage people to find creative ways of converting what has previously been wasted into something useful. “This action can encourage individuals to generate an income from waste,” he said.

Take action

Tsietsi invites all members of the Mangaung community to get involved in the project. This is your opportunity to make a difference on Mandela Day. You can;
provide sponsorship for educational content on effective waste management, economic opportunities, and health issues to the general public and to schools;
provide refuse bags, plastic gloves or hand-washing soap (used by community members in every clean-up session);
join in a collective effort to clean your community by meeting at designated schools or any designated community assembly point on a Saturday (contact 011 307 2005 or info@wesolve4x.com for more information).


News Archive

Code-switching, tokenism and consumerism in print advertising
2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

References


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