The Durban University of Technology (DUT) has launched the ENVISION2030 Living Values Framework, which was built on five core values: transparency, honesty, integrity, respect and accountability. These values are further supported by the principles of fairness, professionalism, commitment, compassion and excellence. Recently, Vukani Langa from the DUT Communications team engaged in a conversation with Nkosingiphile Dladla, a Junior Copywriter within the Faculty of Arts and Design (FOAD) to explore the significance of the Living Values Framework and ENVISION2030.
Q: Kindly tell me about your role at DUT?
A: “As a junior copywriter within the Faculty of Arts and Design (FoAD), my role encompasses a range of creative responsibilities. These include developing engaging collateral materials, crafting compelling headlines, and social media copy that resonates with our audience.’’
Q: How long have you been a member of the DUT family?
A: “I am a relatively new member of the DUT family, having joined the Faculty of Arts and Design in August 2024. As of now, I have had the pleasure of being part of this dynamic collective for four months, and I am excited to see what the future holds.”
Q: Amongst the mentioned ENVISION2030 Living Values and Principles, which one do you mostly associate with and why?
A: “I strongly associate with integrity. My training as a journalist at DUT instilled in me the importance of integrity in maintaining credibility and trust. In the realm of advertising and marketing, integrity remains a vital principle, ensuring that our messaging is authentic and responsible. While integrity resonates deeply with me, I also recognise the equal importance of transparency, honesty, respect, and accountability. These values are interwoven and collectively contribute to a culture of trust, openness, and excellence. By embracing these principles, I believe we can foster a united and progressive community at DUT.”
Q: What are your views on the DUT tagline: Creative, Distinctive, Impactful?
A: “It resonates deeply with me. As a creative professional, I strive to embody these qualities in my work. I believe this tagline not only reflects my personal brand but also speaks to like-minded individuals who share my passion for innovation and excellence.”
Q: How are you planning to keep abreast with the ENVISION2030 Living Values Framework?
A: “I plan to leverage my journalistic training to actively seek out and engage with relevant information. I will maintain a keen awareness of the framework’s principles and updates, acknowledging that there may be areas where I require clarification or correction.”
Q: What is one thing that most people do not know about you?
A: “It’s that I’m a creative copywriter, a profession that often raises eyebrows, especially among those from my alma mater, DUT. Many people, including some of my fellow graduates, aren’t familiar with the role of a creative copywriter or the advertising side of marketing.”
Q: In your opinion, how will the ENVISION2030 Living Values Framework benefit DUT?
A: “The ENVISION2030 Living Values Framework will significantly benefit DUT by promoting a culture of integrity, accountability, and transparency. By publicly showcasing these values on the institution’s website, DUT is making a promise to its clients and stakeholders that it must deliver on. This commitment sets the tone for creating an environment where these values can thrive.”
Q: What do you like to do in your spare time?
A: “Good leaders and writers read, if not then you will find them writing. Sometimes I am listening to something, maybe a podcast but it is all about self-development.”
Q: How do you plan to make a positive impact at DUT?
A: “I am eager to leverage my creative skills to make a meaningful difference. I aim to develop engaging content that showcases the Faculty of Arts and Design’s achievements, values, and mission. By sharing these stories, I hope to inspire our audience, foster a sense of community, and promote the faculty, essentially this institution’s brand.”
Q: What is your daily motivation?
A: “Creating content that resonates with our audience and makes a meaningful impact. I am inspired by the opportunity to share the stories of our students, faculty, and alumni, highlighting their achievements and the impact they are making in their communities.”
Q: What are your future goals at DUT?
A: “Besides furthering studies, my future goals at DUT are centered around excellence and growth. As a junior copywriter, my primary objective is to deliver exceptional work, consistently pushing the boundaries of creative storytelling and effective communication.”
Q: If you were granted one wish, what would it be?
A: “It would be to establish the Faculty of Arts and Design’s communications at DUT as a renowned centre of excellence in creative communications, setting a new standard for innovative storytelling and effective messaging in the higher education sector.”
