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UFS leads South Africa’s first Community Development Conference

19 November 2025 | Story Precious Shamase | Photo Blackhood Photography

The University of the Free State (UFS) proudly hosted South Africa's inaugural Community Development Conference, a landmark national event. Held at the scenic Golden Gate Hotel and Chalets, the conference drew an overwhelming oversubscription of 205 delegates, bringing together a diverse community of practitioners, academics, government representatives, and civil society under the theme: "Grounding the future: Community voices and practice pathways for inclusive development."

In his opening and welcome address, Prof Mogomme Masoga, Dean of the Faculty of the Humanities, expressed deep gratitude for the extensive support received. "Thank you to the government departments represented here - Social Development, CoGTA, Health, and others - as well as to the many non-profit organisations that have lent their unwavering support," he said, emphasising the importance of inter-sectoral collaboration.

National and international collaboration

The UFS worked in strategic partnership with the University of Johannesburg (UJ), the University of KwaZulu-Natal (UKZN), and the University of the Western Cape (UWC) to bring this significant platform to life. This collaboration reinforced the message that community development is "everyone’s business", a sentiment reflected in the broad and diverse participation.

International representation included delegates from Botswana, Zimbabwe, Austria, Nigeria, Lesotho, and Eswatini, alongside participants linked to institutions in Germany and North America. Nationally, delegates travelled from across South Africa – including the Western Cape, North-West, Northern Cape, Gauteng, and KwaZulu-Natal - demonstrating the conference's wide-reaching relevance and appeal.

Keynote address: Managing the developmental state

A major highlight of the second day was the keynote address delivered by Onkematse Kabasia, Head of the Department of Social Development in KwaZulu-Natal. His presentation, titled "South Africa's path to a developmental state: A managerial analysis of the Department of Social Development's transition," offered a compelling exploration of the shifts required within government departments to effectively manage and advance the objectives of a developmental state.

Kabasia outlined the managerial challenges and institutional reforms necessary to transition from a predominantly welfare-oriented system to one that actively drives inclusive social and economic development. His insights sparked robust discussion among academics, practitioners, and government delegates, highlighting the crucial role of efficient public-sector management in strengthening the community development sector ahead of the 2026 National Community Development Conference.

Charting the path to 2026

More than a standalone event, the inaugural conference forms part of a strategic lead-up to the 2026 National Community Development Conference. Its core purpose was to elevate community voices, promote ethical practice, and build collaborative pathways toward a professionalised, effective community development sector in South Africa.

The programme offered a rich and balanced mix of academic papers, interactive panel discussions, and practical workshops, ensuring a comprehensive exploration of the conference theme.

A notable highlight from the first day included an address by Norman (Pankie) Matomela on "CoGTA and Community Work," followed by an insightful national perspective on community development presented by Peter Netshipale. These contributions laid a strong foundation for the discussions that followed.

Advancing action research and policy implementation

A key takeaway from the conference was the strong collective commitment to Action Research and the translation of policy into effective practice. Delegates expressed a shared resolve to move beyond theoretical discussion toward tangible, results-oriented community development.

Participants agreed that effective community development requires:

Action research: The use of participatory methodologies that engage communities directly and deliver practical, context-specific solutions.

Policy implementation: The successful operationalisation of high-level policies - such as those discussed by keynote speakers Kabasia and Matomela - into on-the-ground interventions that drive inclusive development.

This emphasis on results and accountability underscores the conference's role as a crucial step toward a more professionalised and impactful community development sector in South Africa.

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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