HIP2B²

The Shuttleworth Foundation launched HIP2B² (Hip to be Square) in 2002 as part of the First African in Space campaign. On Mark Shuttleworth’s return, he embarked on a country-wide school roadshow in which he shared his adventures in space, as well as the scientific studies he was involved in while orbiting the earth. His message carried by the HIP2B² brand was to change learners’ perceptions of science, maths and technology from the traditional perception of being ‘square’, to something more “trendy” and “hip”. HIP2B² believes that, if as a young learner, you immerse yourself in the disciplines of science, technology, entrepreneurial pursuits and maths (STEM) you will reap huge personal and professional rewards in later life. In short, HIP2B² aims to inspire learners to apply themselves and ultimately shape their futures, and to highlight how these STEM subjects are useful, interesting and very much a part of their present and future realities.

The brand has a number of media initiatives that are designed to spread these ideas. In June 2005 HIP2B² launched a magazine, which is distributed at no cost to the pupil in South African high schools. HIP2B² also has a TV show, which is broadcast on SABC2 (Monday, 16h30). This dynamic 30-minute weekly TV show covers science, maths and technology features in an interesting, informal and fun way. On the digital communication front, HIP2B² has a mobizine platform in which weekly STEM content is delivered to the subscribers’ handset via a SMS service. The brand also has established an interactive, stimulating website, designed to make teenagers curious about the worlds of science, maths and technology. Lastly, HIP2B² has launched a Brand Ambassador programme, seeking out young individuals with a passion for science, maths, invention, computers and entrepreneurship, who will serve as role models in their peer group and who will be active participants in the HIP2B² media channels.

Visit www.hip2b2.com for more information on these initiatives.

HIP2B² is now run as an independent business, through BSquare Communications (Pty) Ltd. which is a wholly owned division of HBD Venture Capital. The ultimate aim is to make the HIP2B² brand a self-sustainable entity promoting the issues of STEM amongst the youth of South Africa.