Free and Open Educational Resources at the University of the Western Cape (UWC) are deeply rooted in our institutional culture, stemming from the role we played in the struggle for political freedom in South Africa. The successful development of a strategy has been influenced by this history, as well as the role of a champion in the main decision-making structures. There is little doubt that the brand recognition of the Massachusetts Institute of Technology as the originator of the "MIT Open Courseware" initiative played a role in the acceptance of the strategy within the UWC. The focus at the UWC is on the benefits of freedom that include social justice, rather than solely on the utility benefits, hence the continued use of the term "Freedom" within the conceptualisation and the choice of licences consistent with that concept. Implementation of the strategy has to be sustainable within the institutional context, so the implementation of it is linked to the e-learning tools that are in use at the UWC, which from 2009 will automate the sharing of courseware via a standards-based repository. It is also linked to building sustainable institutional support through the activities of the eLearning Development and Support Unit of the university. (Contains 2 tables.)