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25 May 2022 | Story Leonie Bolleurs | Photo Dries Myburgh
Africa Month celebration on the UFS South Campus
Attending the Africa Month celebrations on the UFS South Campus were, from the left: Temba Hlasho, Executive Director: Student Affairs; Thandeka Mosholi, Head: Social Responsibility, Enterprise, and Community Engagement; Prof Colin Chasi; Ms Zola Thamae; Prof Francis Petersen; Simphiwe Dube, South Campus SRC President; Dr Cornelius Hagenmeier, Director: Office for International Affairs; Poloko Masuelele; Nombulelo Shange, Lecturer in Sociology; and Bulelwa Moikwatlhai (seated), Office for International Affairs.

Amid great fanfare, colour, and song, the South Campus of the University of the Free State (UFS) kicked off Africa Month in celebration of education on the African continent.

Delivering welcoming remarks on behalf of Dr Marinkie Madiope – the South Campus Principal – was Poloko Masuelele, Assistant Director heading the Curriculum Design and Development Unit on the South Campus. “The African continent is suffering a great deal of challenges, including the scourges of malnutrition and strained delivery of basic education. How revolutionary would it be if we could simultaneously eradicate these vices by formulating policies, mechanisms, and vehicles that would enable us to feed, heal, and teach our people? It is incumbent on us as thought leaders to take the lead in this significant enterprise.”

Bringing a government prospect, was Ms Zola Thamae, the Acting Director in the Free State Department of Sport, Arts, Culture and Recreation. She stated that there is much that could be done to address challenges in Africa if the university and government take hands. She also urged students to read and educate themselves in order to change their background. 

Searching for African solutions

Prof Francis Petersen, Rector and Vice-Chancellor of the UFS, delivered the keynote address. Focusing on the theme of Africa Month, he said when it comes to educational development, there is no other continent that has faced the same trials and challenges as ours. “But in the harsh crucible of history, character, tenacity, and a sense of ubuntu were forged, translating into an exciting, fertile breeding ground for new knowledge creation, independent thought, and innovation,” he added. 

He quoted Paul Kagame, President of Rwanda, who said, “Africa’s story has been written by others; we need to own our problems and solutions and write our own story,” and added that over the past few decades, on many fronts and in many spheres – also in education – this is exactly what has been happening.

“We are actively searching for African solutions to African problems. The value we can offer is substantial,” he said.

Prof Petersen expressed confidence not only in Africa’s people, but also in what they are bringing to the table. “While Africa has established itself as an attractive investment destination, it is now more sought after for its people than for its physical assets. And its people have been driving exciting and encouraging developments in education.”

“In terms of Africa’s contribution to global knowledge, the world is slowly but surely acknowledging the abundant evidence of scientific innovation contributed by African scholars – not only at present, but since the earliest times.”

He also trusts that Africans have advanced considerably in decolonialising curricula. “Across our continent, African history, achievements, and discoveries have been absorbed into school curriculums, replacing a Eurocentric focus in education, and fulfilling the vision of Africans owning their own story. Most higher education institutions – the UFS included – have over the past decade or two also been engaged in a comprehensive, systematic process of decolonising our curricula – incorporating the knowledge created on our own continent in various study fields.”

Despite these encouraging milestones that education has reached in Africa, Prof Petersen is of the opinion that much remains to be done. “As custodians of higher education in Africa, and as part of the larger education sector, we have our work cut out for us,” he stated.

He believes that the unique point in time in which Africa finds itself presents an opportunity to completely reimagine the entire education landscape.

Collectively we will succeed

Also contributing some valuable input to the celebratory event, was Prof Lynette Jacobs, Associate Professor in the Department of Open and Distance Learning. She stated that one of the problems of colonial education is that it does not cultivate African self-esteem. Quoting President Julius Nyerere, she shared that “Education should not alienate students from their traditions but should rather make them appreciate themselves as Africans.” 

According to her, Africans have lost the confidence to celebrate themselves in their African cultures and traditions within the formal education environment.

“Collectiveness, togetherness, dialogue, and being authentically human are what Africa brings to the world. The world has so much to learn from Africa,” she said and asked the audience, “Do you embrace who you are and are you proud to share it with the rest of the world?”

Representing the Unit for Institutional Change and Social Justice was Prof Colin Chasi. He emphasised the importance of working together to bring about positive change in Africa. “We enhance our capacity if we are working together. Collectively we will succeed; separately we will suffer a terrible fate,” he stated. 

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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