Loeries making dreams a reality with the Creative Future Scholarship


The Loeries is making the dreams of South Africa’s youth a reality by investing into the future of creative learners. The Creative Future Scholarship was launched in 2008 by the Loeries to encourage and enable creativity at grassroots level, by assisting learners from a disadvantaged background to study brand communication at a tertiary institution. This year the scholarship is available to learners in the Western Cape to study at the AAA School of Advertising in Cape Town and entries close on 20 June.

The opportunity to complete a tertiary level education is often restricted by financial means, so the Loeries initiated the Creative Future Scholarship, as a way to invest in South Africa’s future creative professionals. R30 from each entry into the Loeries is donated towards the scholarship.

“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 Andrew Human, CEO of the Loeries.

“The selection process is really tough, with a first round to get a shortlist and then a final, full-day session, including an interview with a panel to select the final winner. It’s a bit likesurvivor for creatives!”

The Creative Future Scholarship covers everything to assist the student – fees, study materials, accommodation, living and travel expenses.  Plus, it offers mentorship, internship and employment in the communications industry. Unlike other education funds, this programme goes to high schools across the country, builds awareness and seeks out talented individuals. Through this process, learners who would otherwise be unaware of the opportunities available are brought into the creative industry.

The scholarship has already given seven talented students the chance to turn their dreams into reality. Last year, the Creative Future Scholarship was awarded to Anita Ndivhuwo Jiovane from Good Hope Seminary High School in the Western Cape. She is now studying a full-time course at the AAA School of Advertising in Cape Town.

Only Grade 12 learners in the Western Cape Province, who come from a disadvantaged background, are eligible to apply for the Scholarship. The top candidates will be invited to an interview and the recipient of the scholarship will be announced during Loeries Creative Week Cape Town 15-21 September. Guidelines and entry forms can be found at loeries.com

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