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31 May 2024 | Story Valentino Ndaba | Photo Matome Mokoena
Global Citizenship
Distinguished speakers and scholars gathered at the University of the Free State to discuss global citizenship and the transformative role of African higher education in celebration of Africa Day.

The University of the Free State (UFS) recently hosted a compelling event at its Bloemfontein Campus in celebration of Africa Day. Under the theme “World Citizenship and African Higher Education: Preparing Students for a Connected World”, the gathering, organised by the Office for International Affairs, brought together distinguished speakers and scholars to explore the significance of Africa Day and the pivotal role of African institutions of higher learning in shaping a global mindset.

In his opening address, Prof Francis Petersen, Vice-Chancellor and Principal of the UFS, emphasised the importance of commemorating Africa Day as a means to honour the continent's history, celebrate its diversity, and reaffirm commitments to unity, peace, and progress in Africa. “Events of this nature remind us that Africa is rising and increasingly claiming its rightful place as a thought and leadership influencer in the global community of nations. How we, as the UFS, embrace this as an opportunity for innovation and impact is of critical importance to our institutional vision, which we call Vision 130, setting out our collective intent to the year 2034, when the university will mark the 130th anniversary of its founding,” he added.

Addressing inequality and colonial legacies

A panel discussion featuring prominent speakers delved into critical issues affecting African society and higher education. Advocate Thando Gumede, a respected human rights and feminist activist, passionately advocated for substantive equality and the dismantling of systemic barriers to empower black women in society, with a particular focus on academic institutions. Gumede emphasised the persistent issues facing African women and girls, particularly black women, in the economy and leadership roles. “It’s now 2024, and yet a black government has purposefully and intentionally failed to meaningfully address the laws, systems, and colonial ideologies that ultimately led to the socioeconomic and political paralysis and violation of African women and girls today, especially black women within the economy and roles of leadership,” she asserted.

She further elaborated on the metaphor of tiptoeing around a house, symbolising the cautious and ineffective efforts to address these deep-seated issues. Advocate Gumede’s call to action was clear: "We have been tiptoeing in this house for 30 years, not wanting to bump the nice transparent vases around the house. We have been silently tiptoeing around this house so as to not wake up the masters. We have been unable to breathe in this house because we have been giving excessive amounts of oxygen to those who don't need it as much as we do. And so, what I'm trying to say is that unless we are willing to tear the entire house down and smash the foundation that it once stood on, there ain’t nothing going to change. Folks, we need to destroy the house and go build something new somewhere else."

Decolonising academic discourse and promoting inclusivity

Other panelists included Prof Itumeleng Mosala, an academic specialising in theology and religious studies, who passionately highlighted the need to decolonise theological discourse and challenge Eurocentric narratives for a more inclusive academic environment. Additionally, Prof Vasu Reddy, Vice-Chancellor: Research and Internationalisation of the UFS, stressed the value of embracing diverse perspectives and knowledge systems to cultivate critical thinking and intercultural understanding among students.

Promoting social justice through higher education

Dr Phethiwe Matutu, CEO of Universities South Africa (USAf), spoke about the pivotal role of higher education institutions in promoting social justice through global engagement and addressing historical injustices to build a more equitable society. “Success in higher education hinges on multiple components, including access, resources, and the integration of indigenous knowledge systems. Embracing indigenous knowledge is vital not only for cultural affirmation but also for global advancement, with numerous universities and organisations making significant strides in this area.”

“Pedagogies that promote social justice, such as peer learning and reflective teaching, are essential. These methods validate students' knowledge and encourage comprehensive learning. The Ubuntu pedagogy, which emphasises care, collaboration, and language, is particularly affirming and relevant in advancing education,” she added.

Towards equity and renewal

Three recommendations were proposed for consideration: undoing the residue of colonial leadership ethos, leveraging African knowledge systems in education, and continuously questioning and reflecting on practices to ensure alignment with values and genuine progress.As the event concluded, Prof Petersen urged attendees to reflect on the insights shared and consider their roles in driving positive change within their communities and institutions. The UFS Africa Day event served as a platform for robust discourse on advancing global citizenship and African higher education, reaffirming the institution's commitment to excellence, inclusivity, and the pursuit of knowledge for societal transformation.

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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