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#YouthMonth: Opinion: A day, a month, a lifetime

29 June 2023 | Story Dr Ina Gouws | Photo Supplied

Opinion article by Dr Ina Gouws, Programme for Governance and Political Transformation,

University of the Free State

We find ourselves on the other side of another Youth Day in South Africa. I acknowledge the importance of this anniversary, although I recognise that it is not for me to fully comprehend the profound significance of commemorating the events of 16 June 1976. I therefore refrain from presuming to address the depth of pain, both enduring and otherwise, that this commemoration signifies.

Let me then stay with the broader significance of Youth Month in my deliberations.

Cabinet approved the theme for Youth Month 2023 to be: “Accelerating youth economic emancipation for a sustainable future”. In 2022 the theme was: “Promoting sustainable livelihood and resilience of young people for a better tomorrow”, and, in 2021 the theme was: “The Year of Charlotte Mannya Maxeke: Growing youth employment for an inclusive and transformed society”.

Cooperation and partnership between government and the youth is fractured

For a government known for abject failure especially regarding education and economic policy, these are lofty ambitions for which we have not seen positive results. I fear that most of our country’s youths are not aware of these themes or else take note with understandable cynicism. The trust they should have in our government to expect positive outcomes for policies and plans simply does not exist. The cooperation and partnership that needs to be forged between government and the youth in South Africa is therefore fractured to say the least. Consequently, a sense of disillusionment has taken hold.

Feelings of marginalisation and being unheard have bred disengagement, apathy, and even resentment. It appears this government can only talk a great game. None of this is news, is it? The problem is that the breakdown in trust undermines the foundation of a healthy democracy, hindering the government’s ability to effectively represent and address the needs of our youth. The effect of this failure has disastrous consequences for young people to the very core of their dignity.

It is therefore crucial to recognise the profound human consequences that come with unemployment and dire prospects. The impact of unemployment on young individuals is not to be underestimated or only boxed into aspects of economics, as it significantly disrupts their sense of self and place in the world way beyond that. I believe the approach in South Africa should therefore also recognise the intrinsic value and dignity of the youth beyond their economic productivity. As it is, I fear they have ended up finding their self-worth in only ever being prone to confrontation and protest, instead of constructive problem-solving. It is then no surprise that a grim view of the future can hinder the formation of new social connections and limit opportunities for networking, further exacerbating the isolation experienced by unemployed youth which feeds this apathy and disinterest the majority seem to have in the political process.

What is to be done?

I don’t see any purely political drive or approach to provoke widespread youth participation being successful in this context. What is to be done? We must start with ways to create ‘willingness’ first. For that, purpose beyond politics, in which they have lost trust and interest, is necessary. I have no doubt that the country’s youth care about their communities even if they feel disconnected and have little to offer to assist because of their dire socio-economic realities. We must create spaces for dialogue, storytelling, and collective reflection to challenge societal narratives surrounding work and success, promoting alternative measures of value and worth. Emphasising the importance of empathy, compassion, and community solidarity can help combat the stigmatisation and isolation faced by unemployed youth.

Moreover, recognising the agency and potential of young people is essential for the nation's future development and prosperity. It would be best to first focus on independent initiatives and collaborations outside of the government’s sphere of influence. Emphasising grassroots movements, civil society organisations, and community-led efforts that can drive change from the bottom up, could get the youth involved without focusing on politics alone. By focusing on initiatives that bypass or work independently of the government, youth can still actively participate and work towards their goals, and I believe that willingness to participate lies just below the surface.

Change will take time

The challenge, and perhaps frustration, is to recognise that long-term perspective and focus on building a sustainable foundation for youth political engagement will be necessary. With the damage that has been done, change will take time and involve continuous efforts beyond any specific government’s tenure. And relying so heavily on any community’s resilience should be seriously questioned, especially when it comes to the youth. There must be a more positive outcome than what they have thus far lived, after showing such perseverance. I believe we can help recover a willingness in our youth to again or for the first time participate in constructive ways to promote necessary change for themselves and their communities beyond a day or a month; for a lifetime.

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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