This year, a search was launched to find a Capetonian recipient of the scholarship who would not ordinarily be in a financial position to continue their studies and who displayed strong creative potential and talent, and award them fully-covered tuition to develop their creative career in one of the most highly ranked brand communication schools in South Africa.
The Loeries has always been dedicated to nurturing, encouraging and enabling creativity at grassroots levels through the Loeries Creative Future Scholarship. Official Loeries partner Red and Yellow Creative School of Business with their Bob Rightford Scholarship is contributing to those core values by making Lisa Asani’s dream to study towards a three-year degree within the brand communication field a reality.
Asani, a 2021 Loeries Creative Future Scholarship recipient, is a recent matriculant who took to writing in order to express herself as living at her parents’ place of employment meant no noise, hardly any friends over and no playing in the front of the house. ‘I am the product of a hardworking domestic worker and gardener. My whole life I’ve stayed in the back cottage of a main house because we never had our own house. Because I lived at a place of employment for my family, there were certain rules given to me by my parents to respect their employers.’
Asani recalled when she discovered that paper was the only place that had no restrictions and gave her complete freedom. It became her canvas and her escape. ‘I could transform into anyone I wanted to and visit any place I wanted to without money ever being a problem. I am so grateful to Loeries and Red and Yellow Creative School of Business for extending that freedom of mine by giving me an opportunity to study a Bachelor of Arts in Visual Communication.’
From 1994, Red and Yellow Creative School of Business has aimed to shape young minds, teach them to think creatively and equip them for the future. Since then the school has expanded its core specialisation, added more flexibility to studying with fully online accredited qualifications and has produced world-renowned creative business thinkers and industry leaders.
‘In line with our partnership with the Loeries, we are very excited about the announcement of the Bob Rightford Scholarship being awarded to a very deserving and talented student. This just further affirms our long-standing social promise that at least 10% of our students benefit from sponsored education. As one of the leading educators of emerging creative thinkers it is our honour to welcome Asani to our institution,’ commented Red and Yellow Managing Director, Verusha Maharaj.
Asani’s story is not unique, but what sets her apart is her drive to see her own growth and to inspire others like herself to persevere even against the worst circumstances. ‘I often have to wake up and study at 4am in the morning so that I can study when my family is sleeping because our house is small and during the day or early evening there is no place to study – this is one of the many challenges I have overcome. I really hope that completing this degree will help me inspire young individuals just like myself to know that no matter your background or your circumstances, you can achieve any goal and no industry is too big for you to enter. I also feel that by entering the brand communication industry that I will be able to reach out and impact people in a positive way.’
Asani will also receive a PC laptop for her studies, which has been kindly sponsored by Janine De Abreu, Director of We ‘R’ IT.
Entries are now open for the Loeries awards, which reward innovation and creativity in brand communication. Work flighted between 1 June 2020 and 31 May 2021 will be eligible to enter this round of the Loeries. Entry fees are locked at 2019 rates until 3rd May 2021 and entries close on 31st May 2021. Enter here. Modern Marketing is an official media partner of the Loeries.