Unlocking opportunity for graduates through Absa and Feenix

At CN&CO, one of the most rewarding aspects of our work is helping purpose-driven organisations tell stories that have the power to change lives. Recently, our client Feenix Trust announced an exciting partnership with Absa aimed at addressing one of the most persistent barriers facing South African graduates: historical student debt. CN&CO had the privilege to work closely with Feenix and Absa on a press release that has gained traction in the media. 

For thousands of young people across the country, completing a qualification does not automatically translate into the ability to graduate. Outstanding fees from previous academic years often prevent students from receiving their certificates or accessing official transcripts. Without these critical documents, employment opportunities are delayed and years of hard work remain effectively on hold.

The collaboration between Absa and the Feenix Trust is designed to remove this final obstacle. Through the initiative, verified historical debt at selected public universities is settled directly with participating institutions, subject to eligibility criteria. By clearing these balances, the partnership enables qualified graduates to step into the workforce and begin contributing to the economy.

The intervention is focused specifically on historical debt and does not extend to current-year tuition fees. Applicants must have completed their studies, with outstanding debt being the sole reason preventing them from graduating. Eligible students are encouraged to apply via the Feenix bursary platform, where full criteria and application guidance are provided.

This initiative forms part of Absa’s broader commitment to being a purpose-led Pan-African financial institution invested in the development of Africa’s youth. As Clement Motale, Interim Managing Executive for Corporate Citizenship at Absa Group, notes:

“When debt is lifted, we unlock economic opportunity which is critical considering South Africa’s high youth unemployment rate. Graduation becomes possible, and economic inclusion is unlocked. Through this partnership, we are deliberate about impacting the youth of our nation.”

For Feenix, whose mission centres on enabling access to education and removing systemic barriers to success, the partnership represents another meaningful step towards building an economically inclusive future.

Blake Dyason, shareholder at CN&CO, says the campaign highlights the importance of clear, human-centred communication around complex social challenges.

“Historical debt is often discussed in abstract terms, but behind every balance is a real person waiting to move forward with their life. Our role was to help translate the impact of this initiative into a story that resonates with both the media and the broader public. It is incredibly rewarding to see purpose-driven content gaining the traction it deserves.”

Strong media traction

Following distribution, the release gained encouraging coverage across several platforms, including City Press, FAMESA and Absa’s own digital channels. This reach not only amplified awareness of the initiative but also ensured that eligible graduates are more likely to encounter the opportunity and take the next step towards completing their academic journeys.

“At CN&CO, we are proud to support clients whose work contributes to tangible social progress,” says Blake. “Campaigns like this demonstrate the role that thoughtful storytelling and strategic media engagement can play in unlocking opportunity at scale.”