Durban University of Technology (DUT) alumnus and well-loved East Coast Radio presenter, Mr Sibusiso “J Sbu” Nxumalo, is using his platform and voice for more than just entertainment. Known across KwaZulu-Natal as a vibrant broadcaster, J Sbu has taken a stand against human trafficking, partnering with DUT and the Umgeni Community Empowerment Centre (UCEC) in the Anti-Human Trafficking Awareness Walk. For him, the cause is personal and deeply urgent.
“Human trafficking isn’t always what we see on TV, with people being shipped across borders. Sometimes it’s far less visible, like being denied basic freedoms. I’ve seen it, I’ve felt its effects in my own family, and that’s why I cannot stay silent,” he explained.
As both a father and community member, J Sbu believes that protecting the dignity and futures of young people is everyone’s responsibility. His role as a public figure allows him to bridge institutions like DUT and UCEC with ordinary citizens who might not otherwise be reached. “My job is to connect, amplify, and humanise the message. This cause needs to be felt in everyday life, not just within organisations,” he said.
To the youth who admire him as a presenter and entertainer, J Sbu’s message is clear: stay alert and cautious. He warns that trafficker’s prey on desperation using online scams, fake job opportunities, and false promises to exploit people’s vulnerabilities. “If something feels too good to be true, it usually is. Trust your instincts, speak up, and don’t be afraid to ask questions,” he urged.
J Sbu also believes entertainers and media personalities have a responsibility beyond the stage or studio. “Influence is a gift,” he reflected. “We can use it to educate, raise awareness, and drive positive change. Our voices should do more than entertain they should help make the world a safer, kinder place.”
Looking ahead, he encourages communities, especially students, to remain engaged in the fight against human trafficking through education and action. By staying informed, reporting suspicious activity, and supporting organisations on the ground, young people can play an active role in protecting their communities.
Through his advocacy, Mr Nxumalo continues to embody DUT’s spirit of using knowledge and influence for the greater good. His commitment serves as a reminder that change begins when people choose to speak out against injustice and that every voice, especially a powerful one, can make a difference.
Pictured: Mr Sibusiso “J Sbu” Nxumalo (Google Image)
Ronelle Lyson
