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22 September 2021 | Story Michelle Nöthling | Photo Supplied
Emily Matabane.

“I love teaching hearing people Sign Language,” Emily immediately mentions when asked about herself, “so that they can communicate with Deaf people and work with them.” Part of her passion, though, was borne from personal hardship. Emily had a difficult experience when she entered the work environment in 2000, since she was the only Deaf person among an all-hearing staff. Can one even begin to imagine the frustration and isolation she must have experienced? It is no wonder, then, that her vision is for Deaf people to have equal access to information, and for the hearing and Deaf to be able to communicate with each other more freely. And the latter she is pursuing with all her energy.

“When I started working as a Teaching Assistant in the UFS Department of South African Sign Language (SASL) and Deaf Studies,” Emily recalls, “few students were interested in studying Sign Language, because they were not aware of Deaf people and Sign Language.” This has started to change, though, as Emily is noticing a drastic increase in the number of UFS students enrolling for SASL. “I am now familiar with a lot of hearing student who have done Sign Language at our university, and they are very friendly when I meet them. Also, because they are able to greet me in Sign Language!” It is important to note that the department teaches SASL modules to both Deaf and hearing students (and staff) who want to learn the language – which is now also available as an online option.

As a second-year student studying BEd, Emily has formed a close relationship with CUADS (Centre for Universal Access and Disability Support) at the UFS. “CUADS is doing a great job in assisting students with disabilities and catering for their needs. They assist students to have access to education on the same level as other students without disabilities.”

Sign Language is of vital importance to the Deaf community, since it is the language of accessibility for Deaf people. “We are proud and acknowledge Sign Language as a medium of communication,” says Emily. “It allows us to express ourselves, and to teach and transfer our Deaf culture from one generation to the other.”

Ultimately, Emily is hopeful that Sign Language will become embraced, celebrated, and recognised as equal to the other official languages in South Africa.

News Archive

UFS Communication and Brand Management Department once again honoured for ground-breaking communication work
2016-04-29

Description: Martie en Leonie award Tags: Martie en Leonie award

The UFS was announced as winner in the internal communication category of the African Excellence Award after entering the B Safe Take Action campaign. The university also received a Gold Award at the 2016 PRISM Awards. Here are Martie Nortjé, Assistant Director: Communication and Brand Management, and Leonie Bolleurs, Assistant Director: Internal Communication, from the University of the Free State.
Photo: Hannes Pieterse

Within a week, the Department of Communication and Brand Management at the University of the Free State brought home two gold awards. In April this year, the department was announced as winner in the Internal Communication Category of the African Excellence Awards for the B Safe Take Action campaign. They also received Gold at the 2016 PRISM Awards for the KovsieGear entry.
 
PRISM Award for the UFS KovsieGear shop
 
Martie Nortjé, Assistant Director: Branding and Merchandise, attended the PRISM Award function in Johannesburg where she received the Gold award for the UFS KovsieGear shop for the best entry in the corporate communication category. This is the second consecutive year that the department received Gold at the PRISM Awards. Last year, the department received Gold for the B Safe Take Action campaign.
 
The idea for a university-owned shop was initiated in 2013. Launched in January 2014, KovsieGear is used to strengthen the brand and creating a sense of ownership among all stakeholders. The KovsieGear team is grateful for the continuous support of staff and students, as well as alumni.
 
The PRISM awards of the Public Relations Institute of Southern Africa (PRISA) are Africa’s most sought-after award in the public relations industry, and are presented to public relations and communication professionals who have incorporated strategy, creativity, and professionalism successfully into public relations and communication programmes and strategies, showcasing a successful public relations campaign.
 
African Excellence Award for B Safe Take Action Campaign
 
The B Safe Take Action campaign also received an award recently at a gala event hosted by the African Excellence Awards in Cape Town. Leonie Bolleurs, Project Manager of the B Safe Take Action campaign, received the award on behalf of the university.
 
It is of cardinal importance for the university that its students, staff, and assets are safe. Once again, this award demonstrates that the university is serious about the safety of its staff and students. This is especially so, since it is the objective of the campaign to develop a culture of safety awareness in students and staff alike.
 
The hosts of the African Excellence Awards are The Communication Director, the magazine for Corporate Communications and Public Relations (PR) in Europe, which enjoys worldwide distribution. According to Rudolf Hetzel, Chairman of the jury and publisher of The Communication Director, the African Excellence Awards are an opportunity for all those working in the field of PR and communications throughout Africa to come together, and honour ground-breaking communication campaigns and projects.
 
Quality work
 
“I am extremely proud of the Communication and Brand Management team for performing excellently once again in national and continental awards programmes. The awards are a good benchmark for the quality and standard of the work we produce,” said Lacea Loader, Director of the Department of Communication and Brand Management.  
 
In the past two years, the department also received other awards for their work. This include:
-    UFS #FaceOfFacebook campaign received a Gold Quill Excellence Award from the International Association for Business Communicators (IABC), both internationally and in the Africa region.
-    B Safe Take Action campaign received a Gold Quill Merit Award from the IABC, both internationally and in the Africa region.
-    UFS #FaceOfFacebook campaign received a Bronze Stevie Award from the International Business Awards (IBA).
-    B Safe Take Action campaign received a Bronze Stevie Award from the IBA.
-    #UFStoday Facebook campaign received a Merit Award from Marketing Advancement Communication in Education (MACE).
-    The NSFAS awareness campaign received a Merit Award from MACE.
 

 

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