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01 October 2024 | Story Zinzi Zumana | Photo Supplied
Male Lekgotla 2024
The UFS Annual MaskUnity Men’s Conference 2024.

The University of the Free State (UFS) and its partners recently hosted the second Annual MaskUnity Men's Conference in the Callie Human Centre on the UFS Bloemfontein Campus, following the success of the 2023 event. The conference encouraged men to be open about their internal struggles; the primary aim was to address the complicated challenges men face today, including gender-based violence, low uptake of health-care services, substance abuse, HIV/Aids, and mental health issues. The two-day event targeted men from the UFS, Central University of Technology (CUT), Sol Plaatje University (SPU), Walter Sisulu University (WSU), and TVET colleges – Flavius Mareka, Maluti, and Motheo. The goal was to raise awareness and promote positive development through dialogue, education, and behaviour modification.

One of the conference’s key sessions focused on understanding and managing anger – a common yet often misunderstood issue among men. Tobias van den Berg, a counselling psychologist, provided in-depth insights into the psychological and social factors that contributed to anger and offered practical strategies for emotional regulation and constructive expression. This session resonated deeply with many attendees, highlighting the importance of addressing anger in a healthy and proactive manner.

Another crucial topic discussed was loneliness, which is often overlooked in discussions about men’s mental health. Aubrey Moloto, a registered counsellor from SCD Qwaqwa, emphasised the significance of building meaningful relationships and support networks to combat isolation. He underscored the need for men to seek out and cultivate connections that foster a sense of community and belonging.

The conference also featured personal testimonials from attendees, illustrating the profound impact of the discussions. Andile Xhakaza, a student from the UFS, shared how the conference reshaped his understanding of manhood. He expressed a commitment to applying the lessons learned – particularly those related to gender-based violence, responsible manhood, and anger management – in his daily life. Xhakaza’s story reflected the broader impact that the conference aimed to achieve, namely, to foster respect, healthy relationships, and mental well-being among men.

Addressing substance abuse and promoting healthy living

Substance abuse – a critical issue affecting young men – was addressed by Ogaisitse Diseko, who highlighted the negative effects of drug use on both personal health and societal well-being. Diseko’s presentation provided attendees with essential information about the dangers of addiction and offered resources for those seeking help. This session reinforced the importance of making informed, healthier lifestyle choices.

The Honourable Monyatso Mahlatsi, MEC of Health in the Free State, also spoke at the event, advising men to prioritise their health by visiting clinics regularly. He emphasised the importance of overcoming the stigma often associated with seeking health care, urging men to take proactive steps to protect themselves and their loved ones from sexually transmitted infections (STIs) and other health issues.

Promoting safe and respectful relationships

Siyanda Magayana – Senior Officer in the Gender Equality and Anti-Discrimination Office – led a crucial discussion on practising safe sex. Magayana stressed the importance of consent, protection, and mutual respect in sexual relationships as foundational elements of both physical health and emotional well-being. This dialogue aimed to empower men to engage in healthier, more respectful relationships.

A call for continued dialogue and wellness programmes

The conference also served as a platform for participants to voice their thoughts on improving future events. Akhumzi Khambula from WSU’s Mthatha Campus suggested the inclusion of more interactive sessions where men could engage in open dialogues. He also advocated for the implementation of more active wellness programmes within universities, encouraging male students to participate as a means of combating loneliness and fostering a supportive environment.

Mental health and stress management

Recognising the critical importance of mental health, the conference dedicated several sessions to stress management and mental well-being. Students were equipped with practical coping strategies to handle stress effectively, emphasising the need to prioritise mental health in the fast-paced environment of higher education. The event concluded with a powerful call to action, urging all attendees to continue striving for self-improvement and active community engagement.

The UFS Annual MaskUnity Men’s Conference 2024 was more than just an event – it was a movement towards redefining manhood in a way that embraces vulnerability, encourages open dialogue, and promotes holistic well-being. As attendee Tshepo Keokoane from CUT properly put it, “It’s okay for a man to cry – it does not symbolise weakness.” This statement captures the conference’s key message: true strength lies in the ability to express emotions, seek help, and support one another in the journey towards becoming better men.

The conference ended on a note of optimism, with participants leaving empowered to make positive changes in their lives and communities. The UFS, alongside its partners, succeeded in creating a space where men could come together, learn, and grow – laying the groundwork for a more empathetic and responsible generation of men.

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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