Girls in the country have been urged to make a career out of modeling rather than just taking it as mere social activity.

"We are living in a new world where white collar jobs are no longer that appetizing. It is time up for that. So we urge you to take modeling seriously so as to earn a living out of it and carry Malawi's flag where ever you go," said Times Group Financial Controller Veronica Masikini, at the crowning of Malawi News Model of the Year 2011 event..

Masikini said she was glad that since its inception, the event has "managed to create, transform and nurture the girl child."

Guest of honour at the event, Chancellor College's academic staff union acting president Jessie Kabwila Kapasula, hailed Times Group for the initiative, saying it has helped to raise the profile of young women in the country.

"What we are seeing today is women rebranding themselves. This is the beauty of characters not the beauty of putting women into packets. We are more than that," she said.

Kabwila advised the models to be principled, ambitious and stand up for what they believe in rather than be taken as mere commodities.

"I urge you to say focused and If you want to be married to anything, get married to yourself and your skills. Stand up and be counted.