Proudly SA to support transformation in advertising industry

Fluorescence Media Design last year launched an ambitious new student-training programme in collaboration with the Open Window School of Visual Communication, which is taking great strides in providing young new designers with employment opportunities.

Called Students@Work, this programme makes use of students to do work for small to very small businesses that require new marketing material, but cannot afford to commission professional design companies. Says, Steven Brewis, Creative Director at Fluorescence, "Students are an under-utilised resource in many business areas and quite often, their fresh insight into a brand may be just what is needed to make a company stand out. Our programme benefits both businesses and students by providing the latter with real life working experience, whilst ensuring clients of high quality work, on time, at an affordable rate."

Fluorescence Media Design matches design work to the skills level of each student, whilst also providing less experience students with the skills training required to take on higher profile tasks. Control is exercised over the whole design process by setting project deadlines in accordance with the student's study and exam commitments.

The programme further provides the student with an income, taking away the necessity for the student to secure a waitering or similar position to earn a living, says Brewis. "Some 85% to 95% of the final quote to the client is given to the student, ensuring that they are well compensated for the professional work they deliver."

Since the programme's implementation, it has done a total of 250 postings for permanent and project based design work in all areas of visual design. Of the 22 projects that have been completed, five of these has been on high profile accounts that include Proudly South African, Gallo Records, SAPPI, Think Council and TBWA Gavin Reddy.

In Brewis' opinion, there is a huge need for the design industry to adapt itself more effectively to the unique South African business climate (rather than holding on to Eurocentric concepts) and becoming more aware of the importance and responsibility of nurturing a South African style. One way of doing this, he says, is by becoming more positively South African and developing a sense of national pride, which Brewis believes will not only assist in building a positive national spirit but will also assist in driving new business.

Fluorescence Media Design became Proudly South African as a result of every person in the company being a passionately proud South African. Says Brewis, "We feel that South Africa is growing, things are happening and that business is booming in many sectors, providing the die-hard critics with less and less reasons to complain."

Says, Martin Feinstein, chief executive of the Proudly South African campaign, "The Proudly South African campaign is dedicated to employment creation by promoting local talent and local services. Through programmes like Student@Work, an innovative approach to training and transferring skills transfer is achieved that will greatly develop the skills base of our future professionals. This can only serve to enforce South Africa's reputation as a creative hot shop internationally."

For more information and to download Proudly South African screensavers and desktops wallpaper that has been created by Fluorescence Media Design, please log on to www.fluorescence.co.za.