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11 July 2023 | Story Dr Sunday Paul C Onwuegbuchulam | Photo Supplied
Dr Sunday Onwuegbuchulam
Dr Sunday Paul C Onwuegbuchulam is from the Centre for Gender and Africa Studies, University of the Free State.


Opinion article by Dr Sunday Paul C Onwuegbuchulam, Centre for Gender and Africa Studies, University of the Free State.


It has been more than a year since Putin declared his pogrom in Ukraine, which he termed a ‘special military operation’. The war – which Putin envisaged to last a few weeks – is now going into the second year, with lots of people killed on both sides, including civilians. It is also notable that the war has seen the destruction of several key civilian infrastructures in Ukraine, and different human rights abuses carried out by Russian soldiers and their Wagner Mercenary Group. It suffices to say that the bloodletting and destruction in Ukraine have been great, and up until now, there seems to be no solution at hand to stop this war. As the war drags on, with Ukraine engaging in counter-offensives to reclaim its stolen lands, the question on the mind of many is when and how this is going to end. Several countries, including China and South Africa, are making efforts to broker peace in Ukraine. China, for example, proposed a twelve-point political settlement framework, which, among other things, suggested that the Western countries relax their sanctions against Russia and called for a cease-fire and peace talks. In more recent times, South African President Cyril Ramaphosa led an African group to Ukraine on a peace mission in yet another effort to broker peace between Russia and Ukraine.

Brokering peace in Ukraine and Russia while their backyard is burning

My issue in the article concerns this move by African countries, especially South Africa. Firstly, I am wondering how these so-called African leaders can jet off to Ukraine and Russia to broker peace while their backyard here in Africa is burning with conflicts. One wonders why this delegation considers the Ukrainian conflict more serious than, for example, the ongoing war in Sudan. Secondly, I have a gripe against South Africa’s efforts to broker peace in Ukraine, when some of its leaders, politicians, and educated elites have come out categorically to enunciate the phrase, ‘We stand with Russia’. It is the same thing as China (which has clearly stated its alignment with Russia) now proposing a peace plan for stopping a war that Russia is complicit in starting. I am okay with countries aligning themselves with other countries. It is a norm in international relations and is good for cordial relationships among nations of the world.  My issue is with the double standards being played out by nations and that exist in the contemporary international relations arena.

The double standards being exhibited by countries around the world regarding Putin’s war against Ukraine will be an albatross that will ultimately lead to the failure of the peace talks and peace proposals. Notably, both China and South Africa have not been frugal with words against the West and have come short of blaming the whole war on the West and NATO, arguing that NATO’s expansionism agenda in Eastern Europe has led to the war. They further argue that Russia has the right to protect its territorial integrity (against the perceived NATO threat), hence the reason for Putin’s war. But these leaders also fail to condemn the fact that Putin invaded a sovereign country at peace, thereby going against the UN Charter (Article 2, 4) on sovereignty and the maintenance of territorial integrity of nations. They have not condemned Putin’s war, which is a threat to global peace and world order. Furthermore, the hypocrisy is evident in the condemnation of America and the West for the atrocities committed in Iraq, Afghanistan, and elsewhere in the world (rightly so), but these countries have not been vociferous in condemning Putin for doing the same in Ukraine. South Africa, for example, has been vocal against the plight of Palestinians under Israel’s ‘apartheid repression’, but the country and its leaders have been indolent in calling Putin out regarding the war crimes going on in Ukraine, in which he has been implicated personally. Hence, in my view, this war has revealed the double standards by different countries of the world when it comes to the issue of maintaining the values enshrined in international humanitarian law and the fundamental principles of human rights as encapsulated in different UN documents. In more recent times, there have been denied reports that South Africa is supplying Russia with arms to aid its war in Ukraine; if true, this is the highest form of hypocrisy from a nation that trumpets respect for human rights and the need to maintain international order.

War in Ukraine is a war of choice

Rather than telling Putin to get out of Ukraine as a way of ensuring a genuine cease-fire, China and South Africa, for example, are going around in circles using some diplomatic approaches such as peace talks that propose peace plans, which they know Ukraine will reject. It should not be forgotten that this war in Ukraine is a war of choice, and it was Putin’s choice to invade a nation he saw as helpless and thought he could conquer within weeks. One wonders whether Putin did not foresee that America and NATO – which supported Ukraine even before this war – would come to Ukraine’s aid. On this, I think it is rather disingenuous that some argue that America and NATO could stop the war by ending the supply of arms to Ukraine to defend itself. The insincerity in this proposal is that these people are saying – just fold your arms and allow Putin to have what he wants and grab as much land as he wants in Ukraine. The hypocrisy also plays out here; they assert that Russia has the right to engage in this war to protect its territorial integrity against NATO’s expansionism, but it is not right for Ukraine to engage in the war to defend its territorial integrity. This kind of thinking is what ultimately led to WWII, because world leaders at the time turned a blind eye to Hitler's first land grabs (Czechoslovakia and Austria for example) until it was too late.

It may sound rather simplistic, but there is truth in the proposal that those who want true peace in Ukraine and Eastern Europe should just advise Putin to withdraw from Ukraine and stop this NAZI-style land grab he has engaged in since the annexation of Crimea in 2014. In my view, this war in Ukraine is going on today because some countries did not condemn that first flaunting of the stipulation of international law on the sovereignty of nations. This, in my view, emboldened Putin, hence his engagement in this war against Ukraine. Putin started this war. He can easily stop it, and the nations that have aligned themselves with Russia (including China and South Africa, and other African countries) can genuinely assist in stopping the war by jettisoning the double standards that are rife in the international relations arena, advising Putin to withdraw from Ukraine. We must not forget that if they keep quiet and Putin’s expansionist move is allowed to stand, it is open season for such a scenario to replicate itself elsewhere in the world. The big elephant in the room remains China, with its eye on Taiwan.

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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