How social marketing can bring about behavioural change  

Wits highlights how digital platforms, through marketing, can be used as a tool to combat issues that society faces  

The Wits Business School hosted Africa’s first social marketing Association Conference at the professional development hub on east campus, last week, from April 24 to 26. 

The conference was held to promote the use of social marketing — an advertising approach which focuses on influencing people’s behavior with the primary goal of achieving a common good.  

The aim of the conference was to highlight how this form of marketing can combat some of the serious health, social, and environmental issues Africa faces, especially South Africa. 

The event brought together hundreds of academics, practitioners, and social policy makers from across the world to discuss the work they do; and how social marketing is practically solving real life issues. 

Andy Du Plessis, managing director of Food Forward SA discussed how their non-profit company uses a system of virtual food banking to reduce hunger. This is a digital platform that links its beneficiary organisations to the closest participating retail store to collect perishable and non-perishable foods, which in turn is used to feed thousands of people daily.  

The conference included discussions around corruption, which is an extremely prevalent issue in South Africa. Social justice activist Kavisha Pillay at Corruption Watch said besides working to provide a platform for reporting corruption, the organisation has also done campaigns that allow people to denounce wrongdoing.  

One of those campaigns is the “My hands are clean” initiative which encouraged South Africans to post a photo of themselves online holding up one hand, which is a sign that they are taking a stance against corruption. 

Pillay said they did this because, “confronting corruption begins with behavioural change.”  

Head of the Wits Business School, Helen Duh told Wits Vuvuzela, that the conference created opportunities for social marketing scholars to learn “from practitioners and practitioners to learn from scholars”. 

Duh then said that the school’s focus area of research was, “sustainability and well-being,” and that the conference allowed for scholars to, “reflect, debate, discuss, and recommend solutions to the various societal and environmental problems.”

She said she hopes the discussions will attract more workshops and seminars in these areas in the future.  

Chair Head, Professor Debbie Ellis from the University of Kwa-Zulu Natal, Professor Gael O’Sullivan from Georgetown University, USA, and Leah Taub from Premise, USA preparing to engage in a discussion with scholars at the African Social Marketing Association Conference on April 25, 2023. Photo: Georgia Cartwright

FEATURED IMAGE: Leah Taub from Premise, USA giving a talk on Crowdsourcing and how it can be used to gather useful information at the Social Marketing Conference on April 25, 2023. Photo: Georgia Cartwright

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REVIEW: The Old and Beautiful return to the stage 

A fantastic performance riddled with anecdotal but relatable scenes, tied together with beautiful music, making it a must watch for theatre lovers. 

Wits University School of Arts lecturer, Fiona Ramsay and pianist Tony Bentel perform at the Iyabuya iPOPArt festival to showcase their talents and successful careers with over 35 years in the South African entertainment industry. 

The talents of Ramsay and Bentel’s Old and the Beautiful, helped wrap up the festival as the final act on March 30 and 31, 2023, at the Red Roof Theatre in Milpark. The festival had a three month run from January 2023, with performances from a range of artists at various venues.  

Wits School of Arts lecturer, Fiona Ramsay and pianist Tony Bentel smiling and posing for the camera on stage with a spotlight lighting up their faces before their Old and Beautiful performance at the AFDA Red Roof Theatre in Milpark during the Iyabuya Festival on March 31, 2023.
Photo: Georgia Cartwright

The show opened with a spotlight centered on Ramsay surrounded by props of head statues bejeweled with fancy gems indicating wealth, with Bentel playing an upbeat tune. The pair then moved quickly into the next scene with jokes about how covid-19 gave people the ability to hide their identities because of the thousands of masks that were purchased, a joke received with loud, unmasked guffaws.  

Ramsay and Bentel put on a show filled with humorous anecdotes related to the covid-19 pandemic, unemployment, loadshedding, gender inequality, and the unavoidable fact of getting old. The dynamic duo made reference to the well-known works of Marianne Faithfull and singing “Maybe this time” in their reenactment of the Broadway show Cabaret

Each scene in the performance draws upon different issues people face in South Africa while adding a witty twist to create the ultimate form of escapism. The show begins with, “Who doesn’t want to be rich,” a song about struggles artists face when looking for work and the reality of unemployment in the arts industry. The stage props help set each scene with props of clown noses worn by Ramsay and Bentel to indicate that the real jokes are themselves for believing they could have successful careers in the arts but that their optimism, along with a little dope, helps them cope. 

While the show deals with dull, often depressing topics, it also manages to make light of these issues through a satirical lens. When asked for their thoughts by Wits Vuvuzela, one audience member called it, “depressingly humorous”. Ramsay brings unique characters to life, such as Denise from an old age home in Welkom, who is staring “death” in the face while reliving her memories. The soundtrack to this is a mix of dramatic and calm classical music played by Bentel, which perfectly scores the emotional scenes as they unfold.  

The stage is set with props and rugs from Bentel’s lounge, the stage of the pair’s first performance together eight years ago.  Ramsay describes their act as a “satirical look on the madness of life,” and says that “if you don’t laugh, you get too stiff and serious but if you laugh, you are able to escape a little and move forward.” 

The lighting changes for each scene and seems to reflect the emotions felt in every act – blue for the sadness and loneliness felt when getting old and red for the frustration brought on by loadshedding and potholes. Each scene tells a story of its own while adding the razzle dazzle qualities associated with theatre, a truly spectacular experience.  

When asking the event organiser, Hayleigh Evans said the show exceeded her expectations, and going forward she hopes, “[Having] a live and consistent, permanent program where performers can thrive”, will bring people together.  

Ramsay and Bentel are currently both working on projects of their own but plan on having many more magical performances together in the future. 

FEATURED IMAGE: Wits School of Arts lecturer Fiona Ramsay singing during her performance of the Old and Beautiful at AFDA’s Red Roof Theatre in Milpark during the Iyabuya Festival on March 31. Photo: Georgia Cartwright

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#FNBVarsityCup: Wits advances, relegates Tuks

Defending champions FNB UP-Tuks will play in the Varsity Shield next season after their Round 6 defeat by FNB Wits.  

FNB Wits secured a historic win over the University of Pretoria (UP-Tuks) in the Varsity Cup on Monday, March 27, with a 77th minute try and conversion, for a score of 33-21.  

Wits had an impeccable start with flyhalf Setshaba Mokoena scoring a try in the sixth minute and shortly thereafter, Wian De Lange and Lindo Ncusane scoring two more tries with successful conversions. UP-Tuks fought back with wing Bayanda Ngubane scoring a try with a conversion, however, Wits maintained their 19-7 lead by the end of the first half.  

Tuks gained ground in the second half with eighth-man Divan Venter and centre Zander Reynders scoring point-of-origin tries in the final quarter, earning the Pretoria team bonus points for a total of 21. However, Wits managed to keep up the pressure with lock Hendrick Gouws scoring a try and prop Banele Mthenjane winning the game for the Witsies, relegating the defending champions to play in the Varsity Shield next season.   

Afterwards, Wits player, Dameon Venter, told Wits Vuvuzela that, “We prepared really well and understood that if we just stuck to our plan the result would [yield] itself.” He added that their strategy for the rest of the season involved, “taking each challenge week by week [as we] have set clear goals to go all the way and make history”. 

Supporters of the Braamfontein team came out in their numbers to cheer the home side. After the game, Jack Du Toit, a third-year civil engineering student said, “It is my first time watching a live game and it is an awesome experience to see good vibes and students having fun because [that] is what Varsity Cup is all about, bringing people together.”  

Tuks third-year psychology student Pepi Mushayabasa was disappointed at the result, saying, “[Tuks] had the potential to do better if there were more Tuks supporters [because] the vibe isn’t there for them.”   

Wits will play the FNB NWU Eagles in Round 7 at the Wits Stadium, on April 3, 2023.  

UP-Tuks player, Johannes Mare and Witsie, George Devenish reach for the ball during a lineout in their Round 6 game in the
Varsity Cup on March 27, 2023 at the Wits Rugby Stadium. Photo: Georgia Cartwright

FEATURED IMAGE: FNB Wits Rugby players face off in a scrum against UP-Tuks during a Varsity Cup Round 6 match on March 27, 2023 at the Wits Rugby Stadium. Photo: Georgia Cartwright

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