First intake 0F 2015 students graduate from Phakama Women’s Academ

The first 2015 intake of Johannesburg Phakama Women’s Academy students have graduated – with all 32 second and third year students from the University of Johannesburg (UJ), the AAA School of Advertising, and the Vega School of Brand Leadership making the grade.

The innovative VWV CSI programme now in its second year, aims to develop vital on-the-job life skills to empower young women entering the marketing sector workplace. The force behind the project, VWV Group CEO, Koo Govender, says that through the initiative, the Group has significantly improved the probability of these students securing gainful employment; ultimately adding value to their lives through this distinctive initiative. 

Speaking about the genesis of Phakama - which means to ‘to rise up or uplift’ in the Zulu, Xhosa and Nguni languages – Govender says: “I have mentored young women in my personal capacity for as long as I can remember and developing women to become better versions of themselves is something I am passionate about.  As an extension of this, I believe we should all practice philanthropy – personally and as corporates.  We need to be the change we want to see.”

Pursuant to this, the programme has been endorsed by some of South Africa’s leading women in business – women who took time out and went beyond the call of duty to fulfill the mentorship requirement so central to the success of Phakama.  Students were mentored one-to-one and during these sessions there was incredible knowledge transfer, career guidance and building of self-esteem during these sessions – the significance of which cannot be downplayed.

Govender’s counsel to the young women throughout the programme was multidimensional but the central theme was that they should never accept mediocrity nor live a mediocre life – confirming that they can have it all as women and they must never let fear ever stand in the way of accomplishment. She reinforced that the tides are changing and women bring diverse and incomparable skills to the C-Suite.

Dispensing advice to the young graduates she says: “Never underestimate yourself. As women who work and lead our respective industries, we juggle a multiplicity of tasks and carry huge responsibility. This brings with it great challenge and great reward.  Simplify your life by prioritising and always being 100% present in whatever you are doing and never neglect your personal development; this includes developing resilience. Finally cultivate authenticity and celebrate your femininity.”

None of the knowledge sharing can be taught from or found in text books and the course content included eight modules – including presentation skills, developing your personal brand, CV development, interviewing skills, stress and time management, and personal finance.  The students were also required to present how they would approach Phakama’s marketing.   “The results of this session was impressive to say the least and showed just how insightful these young women are,” says Govender. “To add a practical dimension to the training the ladies were tasked with group work where they had to develop ideas that could potentially improve Phakama for their communities and those who reside in it. It was also an opportunity to demonstrate their understanding of the course work covered.”

They were also guided on how to “pay it forward” from the outset of the programme and encouraged to share what they have learnt with other women striving to achieve and move beyond their current station. The students were asked to consider what practical steps they could take to impact other women’s lives – in the same way that Phakama has influenced theirs.  “From sharing their story to investing time in another’s growth – no gesture is considered too small.”

In closing, Govender says, “This young dynamic group is really hungry for success, extremely passionate about giving back and making a difference in their communities. We anticipate great things from them – many of whom have already been placed in internships with their mentors.” 

For further information on VWV Group or the Phakama Women’s Academy, contact 011 799-2600.