Phakama Women’s Academy unveils the class of 2016

The Phakama Women’s academy is a certification programme that began two years ago to empower young women in the marketing, advertising and communications industry.

Twenty-five second- and third-year students from the University of Johannesburg, AAA School of Advertising and Vega School of Brand Leadership were selected after a rigorous process that began at their institutions. They will be paired with 25 mentors and be enrolled into a five-week programme where they will be taught life and practical business skills. Many of them are from previously disadvantaged backgrounds.

Koo Govender, chairperson of the academy and CEO of media and digital communications firm, Densu Aegis Network SA, said this opportunity would equip the students with the necessary tools to enter the corporate world and inspire them to dream big.

Govender started the academy after her appointment as the first female CEO of VWV Group. “The corporate world is still dominated by men,” she said.

“We need to empower, equip and enable women to grow and aspire to take up senior positions in companies. There are many barriers to entry and progress for women in the workplace.”

She stressed that being a wife, a mother and a career woman was not easy. “You are constantly juggling and you don’t want to drop [the ball],” she said.

“Sometimes your career takes the back seat and you focus on your family. But it doesn’t have to be like that. You can have it all with good support structures.”

Mentors in the academy include CEOs, communications directors, managers and entrepreneurs. One of them is Melissa Storey, executive head strategy, development and marketing at First Car Rental. She said, “The defining factor in this programme is that every single young woman found confidence in herself and her abilities; a powerful and defining testimony. These skills will assist them throughout their lives and, hopefully, they will transfer them to their children as well.”

Esther Motlhabane, a third-year University of Johannesburg student with impaired vision and albinism, was inspired to apply for the programme upon learning that Refilwe Modiselle, South Africa’s first professional model with albinism was one of the inspirational speakers at the academy in 2014.

Motlhabane said, “People with albinism face a lot of discrimination. You need to be confident, accept who you are and believe in yourself. You should never look at the colour of your skin and let that determine where you go in life.”