An exceptional University of Johannesburg (UJ) student is among 12 students globally chosen to participate in the major inaugural Voices of the Future Fellowship (VOTF) by Effie LIONS Foundation. Owame Kamogelo Mapedi, a third-year BCom Marketing Management student from the University of Johannesburg, is notably one of the only African students to make the cut for this international program. This June, he will travel to the Cannes Lions International Festival of Creativity in France to learn from top global industry leaders.
Mapedi’s path to marketing was not a direct one. He started out studying physiotherapy because he wanted to be a professional soccer player. However, after six months, he made the brave choice to drop out and think about what he really wanted to do with his life.
“One of the most defining moments in my journey was making the difficult decision to drop out of physiotherapy and completely redirect my life,” Mapedi reflects. “At the time, it felt uncertain and frightening because I was stepping away from a path I had once believed was meant for me. However, that moment taught me resilience, self-awareness, and the importance of trusting myself. Instead of seeing it as failure, I chose to see it as an opportunity to realign with my true passions and strengths.”
That break led him straight to marketing management at UJ, a place where he finally felt he could express his ideas and creativity. He credits UJ for pushing him to think outside of the box and view marketing to tell powerful stories.
The opportunity to go to France came up after Mapedi and his classmates took part in the Effie competition with Nedbank as part of their studies. His group did incredibly well, coming in third place, which earned them an invitation to apply for the international fellowship.
“I was motivated to apply because I saw it as a once in a lifetime platform to learn from some of the best minds in the global creative industry, while also challenging myself outside of my comfort zone,” Mapedi says.
He says a big part of his success comes down to the support he received at the university, especially from one of his main lecturers.
“I have to give immense credit and gratitude to Professor Frans van der Colff and his Integrated Marketing Communication class. I genuinely would not be here without the impact that class had on me. What made the experience special was that it moved away from the traditional rigid teaching style and encouraged us to think outside the box. It pushed me to become more confident in my ideas.”
Being one of the only students from Africa chosen for this global group is something Mapedi does not take lightly. For him, this trip is about much more than just seeing the South of France; it is about showing the world what young Africans can do.
“It is an incredibly proud and humbling feeling. Africa is filled with extraordinary talent, creativity, and unique perspectives, so being selected as the only African among 12 international students means I am not only representing myself but also representing the potential of young African creatives on a global stage.”
When he returns from the festival in June, Mapedi plans to share everything he learns with the rest of the UJ campus. He wants to use his experience to help his fellow students realize that their creative ideas can compete with the very best in the world.
“I want to bring back more than just inspiration. I want to bring back knowledge, perspective, and practical insights that can benefit other students at UJ,” Mapedi says. “I hope to share what I learn through conversations with peers, presentations, and collaborative discussions around global marketing trends, creativity, and innovation. I also want to encourage more students to pursue international opportunities and believe that their ideas can compete on a global stage.”
About the Voices of the Future Fellowship:
Voices of the Future (VOTF), presented by the Effie LIONS Foundation, is an eight-month global fellowship designed to spotlight and support rising marketing talent.
Through virtual learning, an in-person experience at the Cannes Lions Festival, and paid placements with global brands, fellows gain hands-on experience and prepare to shape the future of marketing. This opportunity is fully funded by the Effie LIONS Foundation, and generous supporters. The 2026 Voices of the Future program’s presenting sponsor is Adobe.
