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UFS Engaged Scholarship bridging the digital divide

08 December 2021 | Story Leonie Bolleurs | Photo Supplied

UFS loveLife Computer Graduations — The group of 90 members of the Botshabelo community who successfully completed the 12-week ICT Services short-learning course through a collaboration between the UFS Directorate Community Engagement, the Department of Computer Science and Informatics, and the youth leadership organisation, loveLife.

With the COVID-19 pandemic, many people will look back at 2020 and 2021 with emotions of depression, anxiety, and hopelessness. But for a group of close to 200 community members in Botshabelo, the past two years have not only signified one of their biggest achievements in life; for them, the day that they graduated is also holding the promise of a new beginning.

Both this year’s group and the group of 100 community members who enrolled for the two ICT short learning courses in 2020, successfully completed the programme.

“After 12 weeks of training, the community members were very happy to receive their certificates,” says Alfi Moolman of the Directorate Community Engagement at the University of the Free State (UFS).

According to Moolman, this Information Technology service-learning project is a wonderful example of how the UFS responds to the needs of the community and addresses the digital divide through its Service-Learning programme.

Aiming for 100% digital literacy

Rouxan Fouché, Lecturer in the Department of Computer Science and Informatics who is also doing his PhD in Computer Information Systems, is focusing on the digital divide in his research study, titled: An exploration of service-learning strategies to address the South African digital divide: A Critical Utopian Action Research Approach. He quotes Molawa, who defines the digital divide as the separation of those who have access to digital information and communications technology and those who do not. “Molawa has confirmed that some of the challenges to information and communication technology (ICT) access in Africa have been caused by poverty due to high levels of unemployment, illiteracy, and skills shortage.”

In his study, Fouché states that South Africa is aiming for 100% digital literacy and skills to leverage the power of modern ICT for economic appropriation and to address inequity.

In his investigation, Fouché found that increasing the level of digital skills is the responsibility of many different stakeholders, from governments to universities. “Universities may play a vital role in helping to bridge the digital divide by providing free or affordable access to digital skills training and qualifications focused on groups from marginalised areas.”

He is currently concluding the last phase of his PhD study, which included the implementation of the service-learning action plan with the Botshabelo community – engaging them to strengthen the response to digital literacy.

Equipped with 21st century computer literacy skills

Moolman says they had to think of innovative ways to ensure that students continue to achieve their learning outcomes during lockdown. “A blended learning approach was decided on, where we introduced videos of the sessions that would have been facilitated face to face in the past.”

“As a collective change facilitator in the process, I connected Fouché and loveLife, a youth leadership organisation that has a Cyber Y lab at their youth centre in Botshabelo.”

“The match was a win. loveLife was equipping their target audience with 21st century computer literacy skills, Fouché could continue with his PhD, and his students have achieved their learning outcomes.”

Felix Morobe, the provincial manager of loveLife, believes the skills development opportunities provided by the UFS through their service-learning programmes are benefiting and growing young people in the community.

He says this programme has meant a great deal to the community, as it adds to their CVs. “Moreover, it also carries the logo of one of the best and most well-recognised universities. This course was a big motivation for the members of the community who attended; saying to them, ‘yes you can do it, despite the challenges that the country is facing in terms of youth unemployment’.”

Feedback from some of the attendees of the course, include, “I wish this course could continue and benefit others”; "I am one step ahead of those who did not attend the course"; and "I am going to apply for work now that I have this additional certificate".

“This is a brilliant example of engaged scholarship,” concludes Moolman.

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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