Funding for UJ students
Johannesburg – Final year diploma and degree students with a specialisation in Strategic Communication at the University of Johannesburg (UJ) have received sponsorship through an education initiative of South Africa’s media agency collective, the Advertising Media Forum (AMF).
The initiative, called Future Fit, aims at providing the next generation of media strategists and planners with a practical foothold into the industry. The support being given to the students comprises payment of the balance of each student’s fees for their final year of studies, and the opportunity to conduct a one-year internship at one of the country’s media agencies.
AMF chairperson Koo Govender said their 2019/20 investment is geared to enable the near graduates not only to complete their studies, but to gain valuable in-agency experience to kick-start their careers.
“We have many people to thank for helping us bring this first chapter of the AMF’s Future-Fit to life,” she said.
While it was steered by MD of MediaShop – Jhb, Kgaugelo Maphai and driven through the non-profit’s Education and Training Board Committee, it was made possible by collaboration in the media and agency community.
Of the funding 29% was donated by media and public relations leader, Sandra Gordon. A further 25% took the form of a donation from the wife of the late Gordon Patterson, a media role model and leader of the AMF in his media career.
The balance of the funding was provided by the AMF through membership fees.
Senior lecturer in the Department of Strategic Communications Dr Rene Benecke said: “Partnering with industry to assist committed and deserving students is a winning formula. UJ is proud of its Strategic Communication students and grateful of the support AMF offered in ensuring that several students could pay off their outstanding fees and graduate.”
Govender said the AMF wants to make a sustainable impact in business, which includes making a positive contribution to how media is viewed to enabling the sector to have a good influence in society.
“To enable companies to thrive into the future, we collectively need the next generation of mathematically-minded individuals, critical and creative thinkers, to enter and embrace working in agencies. They are our next generation of leaders,” Govender said.
For more information on the AMF, visit amf.org.za.