From radio waves to youth empowerment: Laimi Elago’s story

Laimi Elago's career trajectory is a prime example of reinvention and tenacity. From racking up a successful 17-year career in radio to a leadership role in youth development, her journey has been anything but conventional. Raised in Pietermaritzburg, KwaZulu-Natal, Elago attended The Wykenham Collegiate, an all-girls boarding school. Reflecting on her upbringing, she describes how her early-life experiences instilled in her a sense of diversity and adaptability, qualities that would shape her future career. “Looking back now, I realise those were some of the best years of my life, growing up in a multicultural environment,” she recalls.Elago developed an interest in radio during morning commutes to school. “While listening to Metro FM in the mornings and laughing out loud at the hosts, I thought about how incredible their job was – making people smile and laugh as their day began,” she says. After graduating from Grade 12 in 2003, she spent three years at Stellenbosch University before landing her first job in the media industry in 2007 at the age of 22. She joined the popular radio station Fresh FM at its inception and became part of the breakfast show Cheeze and Lime. She later worked for other local radio stations, including 99FM, before ultimately achieving her lifelong dream of securing a spot at Radiowave. “Throughout my time in radio, I also had the opportunity to work as an account executive and communications officer for Future Media,” she said, reflecting on her growth in the media and communications field.New direction While she was still a radio presenter, she decided to explore new horizons. "No matter how good a dancer you are, it is important to know when to leave the stage," Elago said. “At 33, I returned to school and completed a bachelor’s degree in public management, majoring in international relations and political science, as well as a higher certificate in advertising and integrated communication practice,” she notes. This transition eventually led her to a role in youth development as a project officer at the BeFree Youth Campus under the One Economy Foundation at the age of 39. She plays a key role in coordinating campaigns, engaging with stakeholders and ensuring that initiatives align with the foundation's strategic goals. "My job is about connecting communities with valuable resources and fostering an environment where youth can thrive," she explains. Elago enjoys her role due to the direct impact it has on the youth. “My favourite moments are those after school hours on campus when I connect with our BeFree Youth campus members, whether it’s in between their programmes or over lunch. I love chatting with them and learning about the interesting things happening in their lives,” she says.As for her career plans, Elago seeks to continue empowering the next generation, ensuring that her work leaves a lasting impact. “My goal is to continue to do what I can to inspire and empower the next generation while always staying true to the journey God has planned for me,” she says.

From radio waves to youth empowerment: Laimi Elago’s story

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Allgemeine Zeitung 2025-04-28

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From radio waves to youth empowerment: Laimi Elago’s story

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Allgemeine Zeitung 2025-04-28

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