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08 December 2023 | Story Leonie Bolleurs | Photo Charl Devenish
Thabo Dithebe
When Thabo Dithebe walked across the stage in the Callie Human Centre, a childhood dream came true, despite several difficulties he had to deal with during his studies.

Thabo Dithebe received his Bachelor of Management Leadership (BML) qualification during the University of the Free State’s December graduation ceremonies. His life journey of resilience, adaptability, and a willingness to embrace unexpected opportunities is an inspiring story that needs to be told. 

Born in the farming community of Bothaville, Thabo initially wanted to pursue a career in engineering, and he chose maths, science, and technical subjects in high school. However, a temporary job in retail near home and experiencing the toll of retrenchment redirected his path to sales and marketing and pushed him to apply for a BML in the UFS Business School.

“When I enrolled for the BML, my childhood dream of going to university became a reality. Although the journey was not easy, it was worth pursuing,” says Thabo, who is employed as an area sales manager at Marltons Pet Care.

Balancing studies and responsibilities at home

In addition to managing the pressure of being stretched to the limit in class, Thabo also had to balance his studies with the responsibilities at home – taking care of his sick and disabled daughter.

“Balancing these commitments was always a challenge, but I was fortunate to have a supportive caregiver who understood the needs of children living with disabilities. There were tough times, especially during submission seasons when my daughter would fall ill. In those moments, I had to prioritise her health, temporarily setting aside my studies until she received proper care at the hospital,” he states.

Besides caring for his daughter and being retrenched, he also went through a breakup. Thabo believes that things could have turned out differently if he had stopped imagining and dreaming, because he had every reason to give up. He describes reaching this significant milestone in his life as ‘unreal’. 

He says that he was motivated to persevere, because from the first day he enrolled, he wanted to make his family proud of him. “There were times when I asked myself if I had what it takes to complete the programme. Should I choose not to complete the course, what would I say to my son when life knocks him down, when he sees me giving up? How do I face my mother if I came back defeated? I had good people on my side who wanted me to succeed,” he says.

Ready to take on the next challenge

Having reached this significant milestone in his life, Thabo is ready for the next challenge. “I am hoping to be accepted into the PGDip in Business Administration programme for the 2024 intake,” he says. 

He advises others who face challenges while pursuing their educational goals to understand that their situation is not permanent and that there is strength in adversity. “It is important to celebrate the small victories often and to associate yourself with people who work harder than you,” he adds.

On 7 December 2023, as Thabo walked across the stage, he looked for the face of his mother in the audience – a lady who made several sacrifices to raise him and his five siblings. “I hope that when she saw me, she was very proud of me,” he concludes. 

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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