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13 September 2019 | Story Rulanzen Martin | Photo Sonia Small (Kaleidoscope Studios)
#UFSRun4MentalHealth
The #UFSRun4MentalHealth is an initiative to create awareness around mental health.

Bringing hope to the millions of South Africans suffering from mental illness, is the message the #UFSRun4MentalHealth team wants to resonate when they take on the 1 075 km distance between Bloemfontein and Stellenbosch.  

On Friday 20 September 2019, three teams of enthusiastic runners from the Faculty of Health Sciences and Organisational Development and Employee Wellness at the University of the Free State (UFS) will embark on the first UFS mental-health awareness run to Stellenbosch. Each runner will complete 9 km each day. “We will be passing on the baton of hope. There is hope, and no one is alone,” says Burneline Kaars, Head of Employee Wellness at the UFS. 

The #UFSRun4MentalHealth run will end on the campus of Stellenbosch University (SU) on 25 September 2019, with the symbolic handover of the baton of hope to a representative of the SU management. 

Team Blue

Team Blue. From the left: Jo-mari Horn, Patrick Kaars, Burneline Kaars, Riaan Bezuidenhout, George Dumisi, and Eugene Petrus.
(absent: Hendrik Blom)

#UFSRun4MentalHealth part of larger project

“This initiative is our effort to mitigate the impact of inactivity experienced by our students and staff on their productivity and mental health. The purpose is to raise awareness and motivate people to get active,” says Burneline. Through this effort, the UFS is demonstrating care for student and staff well-being. 

“Well-being is not only the responsibility of the organisation or university, but the responsibility of all of us,” says Prof Francis Petersen, Rector and Vice-Chancellor. “This initiative also demonstrates care – to look after one another, to take care of one another –from the organisation to our people, but also among ourselves.” 

Prof Petersen points out that the #UFSRun4MentalHealth forms part of a larger UFS project called ‘Project Caring’. He is also hopeful that the team’s effort to change the perception of mental health will encourage discussion and openness in the towns they will visit on their way to Stellenbosch.

Team Red. From the left: Arina Meyer, Nico Piedt, Brenda Coetzee, Justin Coetzee, Elna de Waal, De Wet Dimo, and Tertia de Bruin.

Team Red. From the left: Arina Meyer, Nico Piedt, Brenda Coetzee, Justin Coetzee, Elna de Waal, De Wet Dimo, and Tertia
de Bruin.

Putting care into action

“With this run to Stellenbosch, we are putting care into action,” says Susan van Jaarsveld, Senior Director, Human Resources. 
According to the South African Depression and Anxiety Group, 16% or about 9 million of South Africa’s adult population suffer from a mental disorder. “With this increased awareness, we hope that people will share their mental-health diagnoses and that this campaign will help to reduce the stigma surrounding mental health.”  

The #UFSRun4MentalHealth also links to the mission of the UFS Department of Human Resources to create an environment not only for high performance, but for optimal performance.

The sponsors of this initiative are BestMed, Standard Bank, Shell, Annique Health and Beauty, Xerox, Bidvest Car Rental, Media24, Kloppers, New Balance, Clover, Futurelife, Mylan, Pharma Dynamics, and the SA Society of Psychiatrists

Team White. From the left: Thys Pretorius, Lynette van der Merwe, Leon Engelbrecht, Arina Engelbrecht, Teboho Rampheteng, Belinda Putter, and Lucas Swart.

Team White. From the left: Thys Pretorius, Lynette van der Merwe, Leon Engelbrecht, Arina Engelbrecht, Teboho Rampheteng,
Belinda Putter, and Lucas Swart.

 


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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