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16 July 2021 | Story Leonie Bolleurs | Photo Supplied
Katlego Mpoihi says the Engaged Learning Festival equipped him with skills that changed his life in such a way that he could build his own business and provide employment for others. The festival is one of the initiatives of the Directorate Community Engagement to benefit the community, an initiative that also supports Mandela Day.

In celebrating Mandela Day, Bishop Billyboy Ramahlele, Director of the Directorate Community Engagement at the University of the Free State (UFS), believes that when we were born, all of us were clinching a fist holding something in our palms. “As we grew up, we discovered that what we were holding in our palms were our talents and gifts. We therefore exist to unfold our palms and share what we are holding. I challenge each of us to open our palms, stretch out our hands, and share what we are holding with those who are in need.”

It is also with this sentiment that the university, through its Engaged Citizenship programme – which is part of Engaged Scholarship – mobilises and trains communities to take charge of their own lives and development. Bishop Ramahlele describes engaged scholarship as using academic scholarship and professional expertise at the UFS with the intentional purpose to benefit the community. 

In the coming year, Community Engagement will pursue strategic partnerships with government departments at all levels to address the goals of the National Development Plan. The university will also continue to create opportunities for staff and students to engage in the development of communities. “We will ensure that all our staff and students contribute to building social cohesion in our communities by bridging economic, social, and cultural gaps within society,” says Bishop Ramahlele. 

Community Engagement is involved in more than 70 service-learning modules annually, and the university contributes no less than R9 million to set positive change in motion in the community. Some of the many programmes and organisations where an estimated 3 000 students spend at least 127 000 hours, include the Association for People with Disabilities, Bloemshelter, the Trompsburg Clinic and schools, and the Tshepo Foundation. 

Engaged Learning Festival, a beacon of hope

One initiative that stands out, is the annual Engaged Learning Festival

Bishop Ramahlele states that for the past five years, the university has organised and hosted the festival presented in partnership with non-governmental organisations, business, higher education institutions, and government departments.
 
“The festival, which is at the end of every year, runs over three days, with at least 50 different skills presented to about 1 500 attendants. In addition, the university trains no less than 400 people, including the youth, women, and the unemployed, in different skills that will enable them to create jobs for themselves through our ‘Building Social Cohesion through Enterprise Development Programme’,” he proudly adds. 

Despite the fact that the last festival was presented in 2019 due to the COVID-19 pandemic, the positive results of this event continue to impact people’s lives for the better. What comes to mind is the success story of 31-year-old Katlego Mpoihi, who attended the Engaged Learning Festival in 2016.

Mpoihi, who learned about the event at one of the Directorate Community Engagement’s training sessions in Thaba ‘Nchu, says before he left to attend the festival, he had no skills. However, he left his home dreaming about many opportunities for skills development.

“The festival did not disappoint me.”

“I knew nothing when I arrived there, nevertheless, in the three days of the event I learned furniture manufacturing skills, such as carpentry and upholstery that later allowed me to start making headboards, cupboards, pedestals, TV stands, and upholstering.”

“The Engaged Learning Festival changed my life. I feel better about myself now that I can stand on my own.”

“In the five years since I attended the festival, I registered my business, Golukisa Trading. After posting photos of my work on social media, the orders started to come in. With the profit I made, I bought more equipment and expanded my business to installing ceilings, tiles, floors, and walls.”

“Later, I was in the position to help others by creating employment and developing the skills of my staff. Two of the persons I taught started their own business,” says a successful Mpoihi who also managed to buy a car and land for himself.

Mpoihi later also attended training sessions on entrepreneurship, offered by the Directorate Community Engagement. “He is now playing an important role in training other youths and the unemployed during our workshops,” says Bishop Ramahlele. 

Giving back to ensure a better tomorrow for all

Although successful, he keeps on dreaming. “My biggest vision for the future is to open a factory where I can manufacture all types of furniture from scratch. I also see myself spreading my wings beyond the Free State borders, not only creating employment but also opportunities for people to open their own businesses,” says Mpoihi, who is planning on giving back in a big way. 

Was this not also what the late President Mandela had in mind – for us to recognise our individual power so that we can change the world around us?

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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