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25 November 2020 | Story Prof Francis Petersen | Photo Sonia Small
Prof Francis Peterse, Rector and Vice-Chancellor of the UFS.

Opinion article by Prof Francis Petersen, Rector and Vice-Chancellor of the University of the Free State

We are currently witnessing a time of the year that has become associated with intense campaigning against gender-based violence.

In the same way, it is also the season for school and university examinations and the annual holiday season. We also seem to have adopted a season for activism.

The 16 Days of Activism period, initiated by the first Women’s Global Leadership Institute in 1991, sees countries around the globe staging anti-abuse campaigns from 25 November (International Day for the Elimination of Violence against Women) to 10 December (Human Rights Day). 

And while every effort to focus attention on our country’s disturbing problem of gender-based violence remains important, we also run the risk of not only restricting our efforts to a certain period of time, but of ‘normalising’ the phenomenon of abuse. 

It is as if we are simply accepting that abuse is as unavoidable as end-of-year examinations or the upcoming holiday season. 

A second pandemic

In the light of President Cyril Ramaphosa’s acknowledgment earlier this year that gender-based violence (GBV) is as much of a pandemic as COVID-19, it would make sense to evaluate the response to our GBV scourge against the standard reaction to a pandemic of any nature. 

There has certainly been criticism of the way governments around the world have handled the threats posed by COVID-19. 

But I believe there are important lessons we can learn from the way leadership around the globe has dealt with this pandemic.    

Lesson 1: The Power of Priorities

It has become clear that once a threat is identified that is deemed serious enough, it takes prevalence above most other priorities. Action to address this is normally immediate and far-reaching. There is also general buy-in from the vast majority of citizens, accepting that all this is necessary and in everyone’s best interest. Only after this all-important first step has been made, subsequent issues such as legislation, funding, communication, and a plan of action can fall into place.

Lesson 2: The Power of Interruption

Once a pandemic is clearly prioritised, it is normally followed by an immediate break from the status quo. This break is sometimes partial, sometimes absolute, but almost always immediate.

It is born out of a general realisation that things cannot continue the way they are. That new ways of thinking about and doing things need to be adopted – and adopted at once.  Practices and habits that allow the threat to fester and grow are summarily changed or abandoned altogether.  

When one looks at the painfully slow progress that we are making in addressing gender-based violence in our country, it seems clear that we fall dismally short of the appropriate reaction to a pandemic.

Policy Framework a step in the right direction

Encouraging progress has, however, been made in the pre-lockdown period. 

In May last year, then Education minister Naledi Pandor appointed a ministerial task team to look into sexual harassment and violence at universities. One of the areas they assisted in, was to advise the department on the introduction and implementation of a policy framework to help institutions deal with gender-based violence. This policy framework was released by the Department of Higher Education, Science and Innovation in early August 2020.
Another positive development was the call last year by our 26 heads of public universities under the banner of the university vice-chancellors’ body, Universities South Africa (USAf), to act decisively in addressing violence against women amid escalating incidents of violence against women on university campuses in the country. 

USAf CEO, Prof Ahmed Bawa, reiterated the need for the kind of ‘interruption’ I referred to earlier, when he said: “If we want our society to change for the better, we need to respond differently to the decay that we’re increasingly witnessing in our society. Universities need to lead South Africa towards that change.”

Redefining education 

But just how do we do that? 

There are no simple solutions. But I believe a key factor is to focus on prevention and not only on reaction. We need to concentrate our efforts on creating the kind of citizens for whom abuse is simply not an option.

Our school and tertiary curriculums are sometimes criticised for not containing enough practical life skills. And although a lot of headway has been made to address this in recent years, I believe we need to critically look at the value we attach to these learning areas, and re-energise our efforts to communicate them effectively to learners and students. 
In the end, ‘education’ entails so much more than just teaching facts, figures, and concepts. We need to transfer a deep understanding of respect, equality, and tolerance along with our academic programmes.

At the University of the Free State, we implemented our unique UFSS module a few years ago. It is a compulsory module for all study fields and a prerequisite for completion of a degree, aimed at not only ensuring that students are successful in the world of work, but also that they form part of the next generation of responsible citizens in various ways. Initiatives like these need to be copied, continued, and intensified. 

Lesson 3: The Power to Adapt

At a recent protest against gender-based violence outside Parliament in Cape Town, one of the posters caught my eye.
“Being a woman in South Africa is to already have one foot in the grave,” it stated. It saddened and upset me greatly.
In a society that relies heavily on women in a social, professional, and leadership context, we simply cannot afford to have our women exposed to this kind of fearful reality.

And here lies another lesson from the COVID-19 pandemic: how quickly societies around the world could adapt to a new way of doing things. 

A vital pre-requisite though, is general buy-in from everyone involved. 

Women are vital for South Africa’s future

Judging by the pronouncements made by some of the most influential voices in government, education, and civil society, plus the unabated vigour of anti-abuse activists, we seem to have taken the first lesson of priorities to heart. 
 
What we now need is an interruption of the status quo, a significant and deliberate break away from condoning toxic masculinity and twisted paternalism; from turning a blind eye to even the smallest instance of abuse; from accepting bullying and an imbalance of power; from shirking our duty as educators, simply because it is safer to focus on purely academic learning content.  

And then we need to adapt – systematically and swiftly implementing a culture of human rights, respect, and equality in every sphere of society.

We need to do this, because we realise that there is a pressing urgency that comes with a pandemic. We need to move to a ‘new normal’ where women don’t feel that they are living with one foot in the grave. A ‘new normal’ where both their feet are firmly on solid ground, supported on either side by government and civil society – leading balanced lives as caregivers, business and industry leaders, and agents for change. 

We must do what is needed to rescue our women from the clutches of a pandemic. 

Because South Africa needs them.

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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