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03 August 2023 | Story Leonie Bolleurs | Photo Supplied
ABASA 2023
This year, ABASA hosted the sixth annual Prof Wiseman Nkuhlu lecture at the UFS. Attending the event were, from the left: Ayanda Mafuleka, the CEO of FASSET; Linda Maqoma, the current President of ABASA; Tantaswa Fubu, speaker at the event, past president of ABASA, and CEO of Great Well; back: Prof Frans Prinsloo, the Head of the School of Accountancy; Prof Phillipe Burger, the Dean of the Faculty of Economic and Management Sciences; and Dr Molapo Qhobela, Deputy Vice-Chancellor: Institutional Change, Strategic Partnerships and Societal Impact.

This year, the Association for the Advancement of Black Accountants of Southern Africa (ABASA), in partnership with the Finance and Accounting Services Sector Education and Training Authority (FASSET), hosted the sixth annual Prof Wiseman Nkuhlu lecture in the Equitas Auditorium on the University of the Free State (UFS) Bloemfontein Campus in the form of a hybrid event.

This gave effect to the wish of Prof Wiseman Nkuhlu, the first black chartered accountant in South Africa, to have the event in Bloemfontein to strengthen his relationship with the UFS School of Accountancy

The lecture, delivered by Tantaswa Fubu, ABASA past president and CEO of Great Well, was titled: The Value of Accountants Reimagined. 

Supporting societal transformation

In welcoming delegates to the UFS, Dr Molapo Qhobela, Deputy Vice-Chancellor: Institutional Change, Strategic Partnerships and Societal Impact, stated that higher education has several related purposes, including contributing to and supporting the process of societal transformation. According to him, universities exist, among others, to contribute to the socialisation of enlightened, responsible, and constructively critical citizens. “We must encourage in our graduates the new development of a reflective capacity and a willingness to review and renew prevailing ideas,” he said.

Prof Frans Prinsloo, Head of the School of Accountancy, was delighted to welcome the leadership representatives from several of the professional bodies that accredit the academic programmes of the school. These include the Association of Chartered Certified Accountants (ACCA), the Chartered Institute of Management Accountants (CIMA), the South African Institute of Professional Accountants (SAIPA), which accredits the BCom (Acc), and the South African Institute of Chartered Accountants (SAICA), which accredits the BAcc programme for CA(SA) purposes, and the BCom (Acc) for AGA(SA) purposes.

“We value our relationship with ABASA, as we can tap into a network of successful but diverse accountancy professionals who can serve as role models and mentors to our students, preparing them to be responsible professional accountants who contribute to the development of the South African economy,” said Prof Prinsloo. 

A group of roughly 200 delegates attended the event, including Nonkuleleko Gobodo, the first black woman to qualify as a Chartered Accountant (SA); Linda Maqoma, the President of ABASA; Sibusiso Nduna, ABASA’s Business Forum Chairperson; Ayanda Mafuleka, the CEO of FASSET; Bonga Mokoena, CEO of BDO; Emma Mashilwane, co-founder and CEO of MASA Risk Advisory Services; staff and students of the UFS; Tariro Mutizwa from CIMA; Robert Zwane from SAICA; Portia Mkhabela from ACCA; Moses Hlongoane from the UNISA College of Accounting Sciences; Faith Ngwenya from SAIPA; as well as leadership representatives from the Free State Provincial Treasury, KPMG, and SAPRO.

Maqoma, speaking on behalf of ABASA, said this list of attendees shows the power of ABASA to convene industry leaders in one room for a common cause – the advancement of black accountants in South Africa. “It is not only about the names and the titles, but the impact that ABASA has in convening and in making change through the influence of everybody who has partnered with them over the 38 years of the organisation,” she said. 

She added that to be the 17th president of ABASA is an absolute honour, but to be the fifth woman president means more. “It is a testament to what transformation means to ABASA. We are leaders in the transformation – we have not only delivered in the racial transformation, but also gender transformation and we are making sure that women’s voices are heard, women's leadership is respected, and is given a platform to lead.” 

Courage over comfort

In her opening remarks, Fubu stated, “If we want to live as significant a life as that of Prof Nkuhlu, we need to take pages from his book. She believes he was a pathfinder who shaped the field of accountancy in South Africa to what it is today. 

“If we can embrace qualities such as grace, humility, excellence, sacrifice, courage, care, Ubuntu, and many more, why not shape our lives around this inspiring role model we have? Reading the Bible from Genesis to Revelation, he believed that we were created in God’s image and that we have a role to fulfil as the son and daughter of God on earth,” said Fubu. 

According to her, the moral decay of South Africa is evident for everyone to see. There is something fundamentally wrong and we need to address how it can be reversed, she noted.

“As accountants, we lost our voice when facing a leadership that seeks to self-enrich. When did we become cowards, selling our souls to the highest bidder? We are not here to win the Mr/Ms Congeniality contest,” Fubu remarked. 

She commented that the profession must refuse to sit with narcissistic leaders who misuse their power, which should be used to serve others instead.

“The problem is with leaders who don’t call out other leaders for their reckless behaviour in leading.” Fubu, however, continued, stating the importance of introspection instead of blaming others. “We must look within to understand our contribution to the status quo.”

“Remember, the call to leadership is always choosing courage over comfort. Due to our cowardice, we have not challenged the rot of society. In this country, we have democratised shamelessness and corruption. We do and say absolutely nothing. Hopelessness is fast becoming part of our DNA. When people lose hope, they accept their fate and lose the ability to fight for a better life. We must infuse hope into every citizen. As accountants, we should be instrumental in delivering a better future for South Africa,” she said.

Fubu urged the accounting profession to remain true to Prof Nkuhlu's legacy and to lead with impeccable values, responding to the needs of people. This approach will enable people to thrive and aid in eradicating poverty and building a South Africa that cares for its young.

She challenged everyone, stating that there are many potential Prof Wiseman Nkuhlus in the audience. “But we need to break with fear, self-preservation, and cowardice. We need to rise and be the best we can be,” Fubu stated.

In a video message, Prof Nkuhlu left dignitaries with food for thought, stating that as accountancy professionals, it is necessary to pause from time to time and reimagine the relevance and contribution we have made. He highlighted, “We must establish if we are the difference makers we aspire to be.”

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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