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The Loeries enables a creative future for disadvantaged learners

 The Loeries enables a creative future for disadvantaged learners

In 2008, The Loerie Awards recognised the need for a grassroots programme to aid transformation in South Africa’s brand communication industry. Since the opportunity to complete a tertiary level education can be restricted by financial means, the Loeries initiated the Creative Future Scholarship to invest in our country’s future creative professionals. This year, the scholarship will be awarded to a Grade 12 learner in the Western Cape to study at the AAA School of Advertising in Cape Town.

“The Loeries scholarship is unique in that we go to high schools, seek out talented learners and, through the scholarship programme, bring them into the creative economy,” says Loerie Awards , CEO of The Loerie Awards.

“We have a comprehensive selection process that includes pre-filtering and an interview with a panel for the short-listed candidates. Actually, it’s a bit like Idols for Creatives!”

The Creative Future Scholarship gives individuals the opportunity to make a significant contribution to the creative industry, and to their own lives.  This is the only bursary of its kind in the industry and includes fees, study materials, accommodation, living expenses and mentorship, as well as employment on completion of the programme.

Grade 12 learners from a disadvantaged background situated in the Western Cape are eligible for the 2012 Creative Future Scholarship .The deadline to submit applications is 15 June 2012 – full information can be found at From the applications received, a select few will be invited to present their portfolios to a panel. The recipient of the scholarship will be announced at this year’s Loerie awards ceremony inCape Town in September.

“What is great about this scholarship is that we are not just handing over a bursary to a student who has already applied to study at the AAA School of Advertising, instead we are going out into the local community and searching for prospective students who have the ability to succeed in the brand communication industry. Such students may never have been provided the knowledge or opportunity to do so,” says Ludi Koekemoer Head of The AAA School of Advertising.

This year, R30 of every entry into The Loerie Awards will go towards the funding of the scholarship and Tempest, the Official Car Hire Partner of the Loeries, will be donating 10% of the value of all Loeries bookings made during the Creative Week period. More details are available at

Two previous Creative Future recipients have already completed the scholarship and are now working in the brand communication industry, whilst another two are currently in the programme. Last year’s recipient was Ayesha Daniels, from Gardens Commercial inCape Town.

Zwelisha Giampietri from Durban Girls High School, who was the first recipient in 2008, completed her degree at Vega Durban. She now employed by the International Trend Institute in Kloof and was recently awarded the Undergraduate Multimedia Design Pencil Award, for the highest mark in her specialisation, Multimedia, for the year.

Also in 2008, Siyabonga Ntambela, from Phoenix Lenarea Secondary School, caught the eye of the panel and was awarded a bridging course at Vega’s Imagination Lab. Siyabonga told the Loeries how this programme “changed his life and gave him a new way of living, not just a career, but a life itself.” He is now working as a junior art director at Draftfcb Durban.

View Siyabonga’s inspirational story below:


 The entry deadline for The Leorie Awards has been extended to 15 June and tickets for the awards ceremonies in Cape Townare now available. Check, for details. Special accommodation packages are available with Tsogo Sun and Tempest car hire specials can also be found.

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