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25 January 2023 | Story Lacea Loader | Photo Supplied
Prof Vasu Reddy
Prof Vasu Reddy, newly appointed Vice-Rector: Research and Internationalisation.

Prof Vasu Reddy has been appointed as Vice-Rector: Research and Internationalisation of the University of the Free State (UFS). His appointment for a five-year term was approved by the university’s Council during its quarterly meeting on 25 November 2022.

Prof Reddy completed a BA, BAHons, and an HDE at the University of Natal (Durban), a master’s at Wits University, and a PhD in Gender Studies at the University of KwaZulu-Natal. He began his career in languages, comparative literature, and gender studies as a lecturer at the same institution in 1993, before moving through the ranks as senior lecturer, associate professor, honorary professor, and research fellow. He was also Executive Director of the Human and Social Development Research Programme at the Human Sciences Research Council (HSRC) before joining the University of Pretoria as Professor of Sociology and Dean of the Faculty of the Humanities in 2015.

“Prof Reddy has valuable experience in the South African higher education sector, and his extensive networks – nationally, on the continent, and globally – will contribute greatly to the university’s intent for the coming years to be a research-led university that contributes to development and social justice through the production of globally competitive graduates and knowledge. His portfolio will play a critical role in supporting the institution’s Vision 130, which is a formulation of our aspirations and intentions to reposition the UFS leading up to 2034, when the university will celebrate 130 years of existence,” says Prof Francis Petersen, UFS Rector and Vice-Chancellor.

Prof Reddy is a member of the Academy of Sciences of South Africa (ASSAf) and a B1 NRF-rated scientist. His research areas are African sexualities, genders, and inequalities, which exposes the persistent silences around sexualities (also aligned to HIV/AIDS). His research focuses on the importance of sexual cultures to interpret and understand sexual diversity in promoting people’s rights, well-being, and dignity with local and international research partners. He has supported an extensive number of postgraduate students and contributed to numerous peer-reviewed publications as both author and editor. He also boasts an extensive list of local and international conferences and is a respected workshop and short course facilitator.

Between 2007 and 2022, he was involved in obtaining substantive research funds, which contributed to numerous projects, including topics such as gender-based violence, affirmative action, poverty, food security, sexuality, education, public intellectuals, and equality – to name a few.

Prof Reddy is a regular guest for local and international media, providing expert opinions and insight in his field of interest. He was part of a Ford-funded international project on sexualities and pedagogies and had several successful linkages with institutions in the USA and the UK. He has also been involved in successful partnerships with civil society organisations and some multilateral agencies that have resulted in successful research collaborations with scholars and activists in South Africa, other parts of Africa, India, Europe, the UK, Latin America, and North America.

“Prof Reddy’s experience in these positions and his demonstrated success with research collaborations across different sectors place him in good standing to lead research and internationalisation at the UFS, “says Prof Petersen.

Prof Reddy will assume duty on 1 May 2023.

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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