(Vega Outreach Programme)
The Imagination Lab is a Vega initiative that was launched in 2003.
The Lab gives matriculants from a disadvantaged backgrounds the opportunity to explore the creative world and exposes learners to a variety of dynamic career options. It was established as a result of a need to fast-track transformation within an industry that is still largely not representative of South Africa's diverse cultures and population. The amazing success of The Imagination Lab proves the need for such a programme within the industry. There's a lot of young, black talent out there being lost to the streets or to industries where their full potential is not explored. The Imagination Lab polishes these diamonds in the rough.
Imagination has a Vision
The Imagination Lab began with a vision; a vision to not only add value to the communications industry, but also to talented individuals who ordinarily would not have had the chance to develop their skills. Imagination Lab engages with the students on a very real and practical level. The learners are actively involved in their own training as they connect and engage in workshops with a selection of professionals within the creative field.
Teaching is supportive and developmental, and allows for individual exploration. Learners are exposed as individuals to opportunities in various creative industries through content, guest speakers, internships, company visits and events. Content covers advertising, marketing, design, performance art, fashion, writing, music, photography, filmmaking, craft, drawing and production.
The Imagination Lab has ambitious aims:
- To unlock creativity and conceptual thinking, and so enable innovative outcomes
- To give opportunities to the natural talent who have no opportunities
- Speed up transformation in the brand communication sector
The Lab and the industry
Since 2003, we've been tremendously privileged to have financial assistance and personal investment of time from companies. It has been through partners such as PRIMEDIA Unlimited and the Jupiter Drawing Room that we have been able to see the magic of the imagination come alive.
Enlightened and inspired by these industry players, learners are encouraged to grab the opportunity to invest in themselves that the Imagination Lab affords them. The lectures also fire them up about adding their creative energy to the industry, in order to secure a better future for themselves, their families and their community.
In 2007, PRIMEDIA
agreed to help sponsor the Imagination Lab by investing money and time into making this Imagination Lab initiative as powerful as possible. For six hours every week, a guest from their company delivers a lecture to the students in their particular field of expertise. The students are amazed at what can be achieved by using their Self as source. PRIMEDIA is still a contributor to the Imagination Lab initiative.
In 2008, The Jupiter Drawing Room
agreed to a 50% partnership with the Imagination Lab. Guest lecturers from the industry also inspire students when sharing their expertise. The Jupiter Drawing Room is still a contributor to the Imagination Lab Initiative.
How to make a difference
The Lab is an amazing way to help our disadvantaged youth and to promote the young, black talent that our industry desperately needs.
To find out about how to facilitate internships, lecture to students or sponsor a Lab, please contact Ottoline Robertson at firstname.lastname@example.org
The Lab Programme
- Thinking conceptually
- Problem-solving across multiple disciplines
- Critical and holistic thinking
- Understanding the self and its creative potential
- Understanding the possibilities within the creative and brand-communication industries
- Becoming a team player within the work environment
- Demonstrating a strong work ethic
- Behaving professionally
The Lab programme is a year-long programme designed to equip learners with real-life skills, to facilitate gainful employment of learners with real-life skills and to facilitate gainful employment of learners once they’ve completed their studies.
The Lab programme consists of the Further Education and Training Certificate in Advertising plus a series of additional support modules, such as digital and design training and creative process, and a two-week industry internship. The Advertising qualification is registered with the South African Qualifications Authority (SAQA) as a Level 4 Further Education and Training Certificate. The programme is structured in line with current educational trends, integrating theoretical training and intensive practical application.
The Lab’s focus is on personal exploration and creative experimentation. Learners investigate and document the processes and methodologies of a variety of creative thinkers. They are exposed to real-world learning through an internship programme that is supported by agencies such as, Draft FCB and Brand Union, The Jupiter Drawing Room, VWV and iSchool Africa, as well as PRIMEDIA Unlimited.
A National Senior Certificate or equivalent is essential
Applicants must have a desire to pursue a career in the advertising/media/brand communication industry, as well as being able to demonstrate creative ability.
To qualify, learners need the following:
- Passion, drive and collaborative skills
- Evidence of creative expression in any medium
- An enthusiasm for creative activity
- Desire to be part of the diverse mix in a specific Lab
- Basic literacy (Matric equivalent)
If you feel you have what it takes to make it big at the Imagination Lab, please contact us.
This new campus overlooking Mandela Bridge opened in Braamfontein in 2010.
Students selected for the programme come from communities such as Alex and Soweto as well as the surrounding areas.
Mandela Bridge Imagination Lab
Tel: +27 (0)11 403-4713
Postal Address: PO Box 2369, Bordeaux, Randburg