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#UFSWomen: Prof Maryke Labuschagne- ‘You can have it all’

02 August 2021 | Story Leonie Bolleurs | Photo Supplied

Prof Maryke_web read more — Prof Maryke Labuschagne, a successful scientist who is doing great work to enhance food security on the African continent, admires women who have made an impact, often in male-dominated environments.

Maryke Labuschagne, Professor in Plant Breeding at the University of the Free State (UFS), is known to many for her work to enhance food security.

She holds the National Research Foundation’s South African Research Chairs Initiative (SARChI) Chair on Disease Resistance and Quality in Field Crops, travelling all over Africa to do research on the genetic improvement of staple food crops in communities. Through decades of research and collaboration, she has also contributed to the establishment of a strong network of researchers on the continent.

During an interview in celebration of Women’s Month, Prof Labuschagne talks about her experiences as a young scientist and how she believes young female researchers should be supported and nurtured.

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

Besides the scientists she had the opportunity to work with in countries such as Zimbabwe, Zambia, Uganda, Ghana, Ethiopia, Kenya, Lesotho, Eswatini, Tunisia, and Ethiopia, she also met women who are working the fields to produce crops for their families, raising their children, and living in difficult conditions. “These women, who make it work against all odds, inspire me,” says Prof Labuschagne.

Other women she admires and who have made an impact – often in male-dominated environments – include role models from the past, such as former UK prime minister, Margaret Thatcher; physicist Marie Curie, who was far ahead of her time; and American geneticist Barbara McClintock, who won a Nobel Prize in 1983.

What is your response to current challenges faced by women and available platforms for women development?

“When I started working in the Faculty of Natural and Agricultural Sciences at the UFS in 1989, it was a different world. It was a totally (white) male-dominated environment. The number of women scientists could be counted on the fingers of one hand, and they were often not given the same opportunities as their male counterparts,” she recalls.

Prof Labuschagne continues: “With women having so many opportunities today, it is now totally different.”

She believes women will always have a double burden – being responsible for a family and having to compete on an equal footing with male colleagues in the workplace. There are now, however, many platforms and support systems specifically for women, and she encourages women to make use of every available form of assistance they can get.

I would say you can have it all. Work hard, believe in yourself, follow your dreams, focus on your goals, see the opportunities – not the challenges, and leave a legacy. – Prof Maryke Labuschagne

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

“I would say you can have it all. Work hard, believe in yourself, follow your dreams, focus on your goals, see the opportunities – not the challenges, and leave a legacy.”

She is convinced that young women can have a family and a career, even if they believe it is not possible.

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

“I see many women at the UFS making their mark, making an impact in their chosen fields.”

According to Prof Labuschagne, what would have been unthinkable just a few decades ago, such as women serving as deans and in top management positions, is now a reality.

“I see young female researchers boldly taking on the world, believing in themselves and their abilities, and knowing they will be successful.” She states that each of these women should be supported and nurtured, as they will have a huge influence on the course of the university’s future.

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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