- FILE
Gyptian ... one of the artistes who actively endorse the message of non-violence through his music.TAKE ACTION to take back our nation before it is too late. These are the sentiments which propelled the Ministry of Health and the newly formed Violence Prevention Alliance (VPA) to spearhead an initiative to use the entertainment industry as a channel for their Healthy Lifestyle Programme.
In light of a recent upsurge in violent crimes nationwide, the Ministry of Health believes that the Healthy Lifestyle Programme, which was approved by Cabinet in April 2004, must now be instituted in order to avoid social breakdown.
"We are targeting the adolescent male population through the music fraternity, and also through sports, in an effort to instil positive messages through creative communication strategies," explained Dr. Elizabeth Ward, the director of Disease and Prevention Control at the Ministry of Health.
Recognising that the youth of the nation are more open to influence from their favourite artiste or celebrity rather than their parents or teachers, the Ministry, along with the VPA, is currently recruiting the voices of artistes and celebrities to endorse a Violence Prevention Campaign as the first leg of the Healthy Lifestyles Programme.
Thus far the programme has garnered immense support within the entertainment industry, including from Freddie McGreggor. "I've always been discussing a move like this with friends in the industry, but change can only occur if we meaning us who believe become a part of the positive move and I believe that we are going to effect some change," stated McGreggor.
McGreggor has lent his voice to the initiative with a song titled Jamaica Nu Wa Nu Bangarang. "This song jus' reflect what the move is about ... murdering, killing of baby, that is bangarang, and Jamaica nu want it!" affirmed Freddie McGreggor. The
reggae artiste was referring to the recent killing of a three month-old baby in Mountain View on September 26, along with a string of intensely violent acts the singer has noticed as a current trend in Jamaica.
According to deejay Gyptian's management, the artiste is already actively endorsing and spreading the messages of violence prevention, through his musical performances. "From him (Gyptian) first see the pamphlet him nu stop big up di movement and whenever he's on stage him always tek time to promote the positive messages," confirmed Gyptian's manager, Wong.
Other artistes who have so far pledged their support include Bascom X and duo Sugar Roy and Conrad Crystal, who have also entered the studios on behalf of the Violence Prevention Campaign to record Tired Of It. In fact, a string of artistes has begun to release songs for the programme, including Magowan with Cold War and Patrick Irie with Protect The Children.
According to Dr. Ward of the Ministry of Health, the tracks are catchy and should be appealing to their adolescent target audience. "I may not be the best judge of current music, but my kids love them and have given their youthful stamps of approval," said Dr. Ward.
The ministry admits that they do not have the financial resources to create their own events and fund artistes, so instead has decided to use the established entertainment fraternity to instil positive messages within their target market.
Along with artiste endorsement the initiative has also undertaken a print campaign, consisting of a parenting aid booklet titled 'Raising Children To Resist Violence', and a cleverly designed pamphlet intended to attract the capricious attention of the child. While the booklet is designed for adults as a guideline for parenting, the pamphlet has limited wording and mostly comprises illustrations by artist Clovis Brown.
"The print material that are being distributed at parties and social events have been extensively tested for the appeal of the adolescent market, including the Jamaican cartoons and parenting crossword puzzles and word games," confirmed Dr. Ward. According to DiMario McDowell, a director of the annual Sting concert and a member of the Violence Prevention Alliance, the campaign will have four basic angles.
EDUCATING PARENTS
These are parenting, as the home is the source of primary education and it is vital to educate parents on how to raise their children to be insusceptible to developing violent traits.
Then there is inter-social behaviour, as at the adolescent stage the child is absorbing social methods on how to relate to their peers. It is vital that the child be taught the proper ways to interact so as to avoid conflicts.
Lack of self-esteem is a major cause for violent outbursts in children. It is therefore necessary to also address this problem and instil pride of self in the child.
Overlooked as a regular social issue is the way in which a parent interacts with other parents, which directly impacts the child, and as such it must be addressed.
As a strong supporter of the VPA, McDowell believes that the time to act is now and the best way to affect change in the lifestyle of the Jamaican adolescents is through entertainment. "These young murderers and rapists were not born with that mindset. The all-Jamaican child lacks character because they lack vision of themselves, which can only be born from hope," states McDowell.
The Violence Prevention Alliance is a worldwide group launched in 2004 in response to the global campaign on violence prevention, catalysed by the World Health Organisation (WHO). The alliance consists of government, non-governmental and community-based organisations, private, international and inter-governmental agencies.
