Says Gordon Cook, Vega The Brand Communications School Navigator: "The idea for the SABC/Vega Ulimi Lwami centre was born out of a need to start creating advertising that has been conceptualised in African languages; advertising that rings true with the target audience and is not simply a direct translation from English.
"Of course, language isn't the only issue. There is a need to train students to create culturally relevant advertising aimed at a South African market. The days when a white campaign was simply adapted for the black market by replacing the white faces with black ones are over."
According to Cook, this is why Vega, with the backing of SABC, has launched the Ulimi Lwami centre. A full-time creative copywriting programme focused on socially relevant multi-lingual copy is being planned. The course will be an elective that forms part of the three-year degree in Creative Brand Communications. In addition, the centre will offer Zulu and Sotho language courses aimed at non-Zulu and non-Sotho speakers.
"Datacentrix generously sponsored the computers on which multi-media language software programmes will be run. There will also be night classes through Vega Moon aimed at people who want to master one of these languages part-time," Cook says.
Says Raj Harie, account manager at Datacentrix: "Datacentrix' involvement in the setting up of the Ulimi Lwami centre is another step in our strategy to invest in the youth of our country, critical to positive development in South Africa. We believe that this initiative will not only promote a higher standard of advertising, but that it will also encourage the level of multi-lingualism sorely needed across the industry."
"As the preferred supplier of the SABC's computing equipment, Datacentrix has cemented its long-term commitment to our partnership, having also been recently awarded our printing solution tender," says Thabo Ndlela, General
Manager: Broadcast Information Technology at SABC. "The supply of the PCs to Vega has highlighted the organisation's dedication to its relationship with the SABC and its commitment to social responsibility," he concludes.
