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22 October 2021 | Story Prof Francis Petersen | Photo Sonia Small (Kaleidoscope Studios)
Prof Francis Petersen is the Rector and Vice-Chancellor of the University of the Free State (UFS).

Opinion article by Prof Francis Petersen, Rector and Vice-Chancellor, UFS.


 

October has become synonymous with a sensitivity around mental health issues and orchestrated attempts to reach out to those burdened with the strain of work, financial, and personal pressure.

But towards the end of 2021, we find ourselves in an altered world, where reaching out has become a bit of a dilemma.   
What we perhaps need now is to go back to the drawing board. And start with one.

Social distancing seems to be the exact opposite of social outreach. It seems to imply withdrawing a hand instead of extending it; staying static instead of going out; soaking up support and advice instead of selflessly sharing it. So, how on earth do we reach out to people under these circumstances? 

Effects of isolation

One of the great and sad ironies of the COVID-19 pandemic is that it has not really resulted in the overriding sense of community and solidarity that often accompanies severe communal hardship. Normally, there is nothing that unites people like a common adversary. But even though we are faced with a situation that affects absolutely all of us, so many people have never felt so isolated as now.

We are all in the same boat. Yet many people constantly feel as if they are drifting alone on their own little life rafts, just hoping to survive as they desperately try to ride out the storm. 

Psychologists on our campuses report that they are seeing more students than ever before, as more of them seem to muster up the courage to attend an online counselling session – which some find less daunting than a face-to-face consultation. And while it is encouraging to note that those in need are indeed making use of the services on offer, these virtual interactions have their own challenges and limitations. Counsellors find it difficult to read patients’ body language and to gauge aura and atmosphere. It is often hard to reach out and connect with someone who is not near you. 

Our limited and restricted interactions seem to worsen the isolation. Although we are down to alert Level 1 in terms of lockdown regulations, many individuals and workplaces are still cautiously – and wisely – limiting social interaction as far as possible.  We don’t just bump into colleagues and acquaintances in passages and at meetings anymore. And if we do see someone, our masked faces often expose little about how we really feel. Social media profiles similarly reveal very little, often displaying smiling, positive images that may be deceptive – not to mention several years old.

Deliberately reaching out

I believe what we need now is to deliberately reach out to those around us. We simply can no longer rely on chance encounters to find out how people are really doing. And when we do reach out, our interactions need to be deeper than just the superficial enquiries about physical health. Our concern needs to stretch further than just wanting to know if those around us are physically surviving this pandemic. We need to be sensitive enough to pick up whether they are coping under the huge mental strain that fear and uncertainty can bring. And we need to offer genuine care and support if they don’t.

It starts with self-care. The old adage that you ‘can’t pour from an empty cup’ remains true. We need to look after our own physical and mental well-being first.

Institutional self-care needed

Institutions need to do systemic self-care too. We need to have risk strategies and measures in place to make sure that we survive the ramifications of this pandemic. And once that is in place, we urgently need to take care of our employees.
At the University of the Free State (UFS), we have started a comprehensive, integrated effort to look after the health and wellness of our staff as well as our students. Programmes have been put in place to monitor and evaluate mental-health needs, and interventions that are carefully designed to address them. Self-care workshops, podcasts, and webinars frankly address issues such as ‘loneliness and working from home’, ‘building resilience’, and ‘managing fatigue’. 
I believe that in the current climate, initiatives such as these should no longer be seen as extra add-ons offered benevolently by employers; it should be viewed as equally essential as a pay cheque at the end of the month.
As institutions, we are continuously pre-occupied with how we can serve the masses. Programmes and policies are developed to apply to all. But from time to time, we must also be able to reach out to the one. We need to be able to cater for those individuals at risk of falling through the cracks.

At the UFS, we launched the No Student Left Behind campaign at the beginning of the pandemic to ensure that all our students were able to make use of online teaching and learning facilities to complete the academic year. 
And here lies another bit of irony – this time in a positive sense: Technology has actually enabled us to be more personal.  Using advanced data analytics, we can pick up patterns in how students use our online learning offerings, enabling us to zoom in on those who are not regularly logging in and may need individual attention and assistance. We can identify what they are struggling with and help them – one by one.

One person is all it takes

To me, the ‘value of one’ is poignantly and heart-warmingly illustrated through the ‘Khothatsa Project’ (derived from the Sesotho word meaning ‘to inspire’), initiated by our Centre for Teaching and Learning. Students were invited to write about how individual lecturers inspired them, to which the lecturers replied with a letter of their own. Small, personal exchanges in the form of old-fashioned communication. One lecturer, one student.

It once again proved how one small act of kindness and recognition can spread much wider than initially intended. Because in the end, these stories were put together in a publication, shared on online platforms, and now serve as inspiration for many students and lecturers, as well as a wider readership – many of whom are yearning for this kind of personal exchange.

Lea Koenig, a now retired lecturer in Extended Programmes offered on our Qwaqwa Campus, accurately sums it up in her foreword to the publication:
“To connect with another human being on a cognitive and emotional level leaves permanent, healing change. This is transformation of the purest kind. I am proud to be part of an institution that can showcase these relationships and the change it brings in our lives, but also the huge potential to change the world.”    

Lea’s words and the entire Khothatsa Project once again reminded me of the immense potential and saving power that lies in sincere one-on-one interaction. And maybe this is how we should approach Mental Health Month this year. As an opportunity to really reach out and get involved with at least one person who is taking strain.

After all, a drowning victim does not have much need for a shower of virtual well-wishes and a stream of sympathetic words. He/she needs something tangible. Something close and real – a real-life life buoy. 
And normally, one is enough. 

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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