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17 August 2021 | Story Nonsindiso Qwabe | Photo Sonia Small (Kaleidoscope Studios)
Bold and fearless - Prof Aliza le Roux.
Prof Aliza le Roux is Associate Professor in Zoology and Entomology, and Assistant Dean in the Faculty of Natural and Agricultural Sciences on the UFS Qwaqwa Campus. 

A researcher at heart, and with a passion for researching wild mammals, small carnivores, and primates, Prof Le Roux says she is extremely curious and loves to know about a lot of different things.

I decided that I wanted to do something with wildlife, so I completed a BSc degree at Stellenbosch University. One day a professor said: “I just got back from doing research – we were catching lizards along the Orange River” – and I remember thinking, ‘yes, I can see that as my life’. Research is a fantastic career for anyone with curiosity and perseverance. You must have a good dose of bull-headed persistence. We all have the baseline intelligence, but anyone who has studied up to PhD will tell you that it is the persistence that carries you through.

Is there a woman who inspires you and who you would like to celebrate this Women’s Month, and why?

What drew me into a career in research was Dian Fossey, an American researcher who was known for undertaking an extensive study of mountain gorilla groups. She had the guts to go out there and be there in the wilderness as the only woman there, doing stuff under extremely difficult conditions. 

Recently, it will be Simone Biles – she does the most mind-blowing stuff with gymnastics – who said she could not go forward with competing in the Olympics because of health reasons. I cannot imagine what guts it takes to say no at such a high-profile sporting event. The ability to say no is something that few of us possess, so right now she is a person I would love to celebrate. I am inspired by women who have the guts and the fact that you believe enough in yourself to do something, despite what others might have to say about it. 

What is your response to current challenges faced by women and available platforms for women development?
There is never enough support or platforms available for the development of women while you have domestic violence and GBV at such insane rates in this country. It’s still a women’s problem, whereas its men perpetrating this and women implicitly supporting it in the way we raise young men and respond to things such as rape accusations. 

It’s a societal problem, and I personally will not be happy until I see this changing in the country. You can look at the massive inequalities and gender biases and the things that are stacked against women, and then feel overwhelmed and step back and say this is too big a problem, I can’t do anything about it. You might not be able to tackle the big problem, but you can chip away at it. Everybody must contribute in a small way. 

What advice would you give to the 15-year-old you?

Be bold. Be fearless. I slowly started becoming like that at that age, but I could have started earlier. I should have told her I was gay; that would have helped. 

What would you say makes you a woman of quality, impact, and care?

There’s a healthy dose of guts and believing in yourself – that is the only way to make an impact. You cannot make an impact if you are doubting your own value, and this is difficult, because we are raised in many instances to be meek, raised to not be leaders but followers, and it’s difficult to overcome that and realise that you are bringing something unique to this world. 

The university is taking some very good steps with the mentorship programmes that it supports. But I would love to see more mentorship for students. Young men and young women in our care being inspired to talk and rethink how they treat women and what equality really means. We need to create more reflective people.

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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