The MultiChoice VUKA! Awards is a corporate social investment project that was initiated by MultiChoice seven years ago. MultiChoice called this initiative VUKA! (“Wake-up” in Nguni languages). The Awards is a film competition that asks filmmakers and advertisers to once a year open their hearts to a charity or worthy cause and make the organisation of their choice a Public Service Announcement (PSA). This charity commercial work is usually done pro bona. MultiChoice uses its core business, being satellite broadcast services, to provide free flightings for the top 30% of PSAs entered into the competition. The top entries are selected by an external panel of film and industry experts and must meet broadcast quality standards and an agreed level of creativity. The VUKA! Awards has several objectives, including the acknowledgment and reward of creativity; the promotion of career advancement opportunities for South Africa's filmmakers; the promotion of skills development for black filmmakers and newcomers; the development of the MultiChoice brand as a responsible company for community projects; the promotion of key developmental and social issues; and the promotion of the lighter and brighter side of the work done by charities. Every year MultiChoice puts out a call for entry to the annual awards, while simultaneously launching a series of workshops for aspirant filmmakers. Over the four months that submissions are accepted, stakeholders are called on to make a PSA. The closing date for entries is in September and the awards event is held in November. There are two categories, namely Newcomer and student entries and Professional entries. Awards are given in both categories to Best Overall PSA, Best Director, Best Cinematographer, Best Concept, Best use of humour to convey a serious message, Best Editor, Best Original Music or Original Sound Design & FX and Best Animation.