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02 December 2019 | Story Leonie Bolleurs | Photo Leonie Bolleurs
Solomon read more
Poverty in the Thabo Mofutsanyana District (the poorest district in the Free State province) has implications for both the mountain environment and the people in the area. Pictured here is Prof Geofrey Mukwada, Associate Professor in the Department of Geography on the UFS Qwaqwa Campus, also affiliated to the Afromontane Research Unit (ARU).

Poverty, defined by Statistics South Africa as earning less than R300 a month, is a reality that many mountain communities struggle with.

Prof Geofrey Mukwada, Associate Professor in the Department of Geography on the UFS Qwaqwa Campus, also affiliated to the Afromontane Research Unit (ARU), published a number of articles on the mountain population in the Thabo Mofutsanyana District (the poorest district in the Free State province). In a research paper with postgraduate student Solomon Zondo, he specifically focuses on the value-chain analysis of the Witsieshoek conservation area and its environment. 

They looked at the inter-relationship between nature and the rural population and how the environment has changed as a result. For this largely poor community, the income generated from natural resources is an important source of livelihood. 

To earn a living, the community is pursuing several ways to generate an income. This has implications for both the mountain environment and the people in the area. 

Impacting the environment

Whether it is mining for sandstone, herding cattle or selling medicinal plants, all these activities have an ecological and socio-economic impact. 

A large percentage of the population in the Witsieshoek Community Conservation Area derives their income from livestock grazing. Cattle herding often leads to overgrazing – which results in soil erosion in the long term, preventing water from draining into the ground and depriving plants from much-needed moisture. Connected to the excessive removal of indigenous plants, is the spread of invasive species. As invasive trees and vegetation gulp up water, the severe impact of drought in the area is increasing.

Harvesting and selling medicinal plants to generate income for a sustainable livelihood also affect the surrounding environment. The mostly elderly ladies harvest and sell, among others, Arum lily and Pineapple lily for their medicinal properties and ornamental use. Harvesting these plants adds to the spread of invasive species, as they push away indigenous plants.

Small sandstone mining operations are another means to earn a living. Neither the customer, locally or outside the Witsieshoek area, nor the supplier, usually from Witsieshoek, is held accountable for the degradation of the environment. Careless mining not only results in a decline in ecosystem health, with scree from sandstone cutting littering the rangelands and the finer particles causing silt in rivers and dams (damaging any equipment used to extract water from rivers and dams); it also spoils pastures which locals depend on for their livelihood. 

Even with the 15% increase in tourism (2016), a living through the holiday industry is not always keeping the wolf from the door. According to Prof Mukwada, many literature sources have shown that tourism may fail to reduce poverty. During a study, respondents interviewed in the Clarens area indicated that they only receive wages during the busy months of the year (approximately 4–6 months). Many of the workers in Clarens and the Golden Gate Highlands National Park do not have easy access to chain stores, but only to small grocery stores where goods are much more expensive. Travelling to a town where they will pay less for groceries is costly, making it difficult to have the same standard of living as workers elsewhere.

“With the current situation, water insecurity is likely to worsen,” says Prof Mukwada.

Coming up with solutions

Is it possible to look for alternative livelihood sources? It is not easy to come up with simple solutions to the challenges. As Prof Mukwada explained, what might be a solution to one problem could have negative implications on another front. “One needs an integrated approach,” he says. 

In terms of tourism, one could consider training the locals in tourism-related skills, adequately equipping them with skills to increase their value. “Develop tourism that is inclusive and will benefit low-income earners who cannot invest in hotels and restaurants,” Prof Mukwada adds. 

And with a large number of people earning their income from herding, one can suggest that nearby, flatter land is made available to resettle communities, thus providing an alternative area for grazing. In flatter areas there is also less erosion. It is, however, key to determine whether the communities would be prepared to move to a new area.

Having a voice

He also believes that good relationships between industry, government, and the community are important to make a positive difference in the area. A platform is needed where the people’s limited voice will be heard in policy making. 

“The most effective way to find a solution is to listen to the people in the community. Give people the information and find out from them which of these options are possible within their local context. And do not prescribe. One needs to understand the community and its values,” he adds.

When there is understanding between the different role players and when the community has a voice, the park resources, if managed properly, have a chance to provide long-term sustainable benefits to the people of the area. 

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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