The Loeries initiated the Creative Future Scholarship in 2008 to encourage and enable creativity at grassroots level by assisting learners from disadvantaged backgrounds to study brand communication at a tertiary institution.

Siyabonga Ntamela is one such student. When he was in matric at the Lenarea Secondary School in Phoenix, KZN, he had no idea what he wanted to do after he finished school. He did, however, have a burning creative talent and sketched vivid drawings in ball-point pen on scrap paper. A teacher suggested that he apply for the Loeries Creative Futures Scholarship, and so he submitted an entry in the scholarship's first year of existence.

Good move, as the judges were so impressed with his talent that they awarded him a bridging course at Vega's Imagination Lab.

Revealed: The benefits of the scholarship

There, he was exposed to multiple subcategories of brand communication, and when he completed his studies, he was employed as a DTP operator at Draft FCB Durban. He moved on to Draft FCB Johannesburg as a junior art director, but returned to Durban to work for the Conversation Lab because he wanted to grapple with new challenges, but also to be closer to his family.

In a few short years, he has completed his studies and had a varied and impressive career for one so young. He is a shining example of exactly what the Loeries aims to achieve with this scholarship. "The scholarship changed my life, and gave me a new way of living. Not just a career, but a life itself," he says.

The purpose of the scholarship is not just to identify and nurture exceptional talent that is struggling to find expression in difficult circumstances, but also to build awareness of the career opportunities available in the creative industry, and, as a result, contribute to the transformation of the sector. The organisers of the scholarship visit high schools to educate learners about the brand communications industry and the related opportunities.

"It is so important to us to create an understanding that creativity can lead to a successful career path and a bright future for school learners," says Andrew Human, CEO of the Loeries. "We celebrate the success of each individual who has been through our programme, but at the same time, we are proud of our broader contribution to the transformation of the brand communications industry through the Creative Future scholarship awareness campaign."

How to apply for the Creative Future Scholarship

In 2015 and for the next two years, the Creative Future scholarship will be awarded to a learner in KwaZulu-Natal, as Loeries® Creative Week™ Durban will be held in Durban this year from 10 to 16 August. An educator from the applicant's school must fill out the entry form found at www.loeries.com. The top candidates will be invited to an interview and the recipient of the scholarship will be announced at the Loerie Awards ceremony during Loeries® Creative Week™ Durban.

The scholarship covers all tuition fees at Vega School of Brand Leadership in Durban, study materials and textbooks, accommodation and living expenses. Thanks to the generous financial support of the Brand Council South Africa, the student will receive an Apple Mac Book Pro when he or she is in their second year of study. The scholarship also offers mentorship, internships and finally employment in the communications industry after studying. For more information, visit www.loeries.com.
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Major Partners of the Loeries 2015

Tourism KwaZulu-Natal (TKZN), the Department of Economic Development, Tourism and Environmental Affairs, KwaZulu-Natal Province (EDTEA), EThekwini Municipality - Durban Tourism, DStv Media Sales, and Gearhouse South Africa

Category Partners

Adams & Adams, ADreach, Continental Outdoor Media, Film & Publication Board, Google, Independent Media, Mobile Marketing Association, Standard Bank, The Times, Unilever South Africa, Woolworths, and YFM

Additional Partners and Official Suppliers

AAA School of Advertising, Antalis South Africa, Aon South Africa, Backsberg, Bioscope Films, BEE Online, Brand Council SA, Clive Stewart Photography, Egg Films, First Source, Funk Productions, Gallo Images, Graphica, Grid Worldwide, Hertz, Hetzner, King James II, Media Film Service, Multiprint Litho, Newsclip, Paygate, Rocketseed, Scan Display, South African Airways, Tiekie Barnard Consultancy, Tsogo Sun, Universal Music Publishing, Vega School of Brand Leadership.

Official Media Partners

Adlip.com, Between 10 & 5, Bizcommunity.com, Brandwork Nigeria, Design Times, Film & Event Media, Ididthatad.com, Music in Africa, The Redzone.