We refer to two such initiatives, Asafa Powell's benefit concert in support of his recently launched sports development foundation and entertainer Shaggy's scheduled New Year's concert to aid the Bustamante Hospital for Children. Both at the apex of their influence, one a sporting icon, the other an entertainment powerhouse, they have chosen music as the vehicle for advancing their philanthropy.

Then there is the newly announced promotional campaign for Jamaica which will see Usain Bolt, the country's most successful sprint sensation, collaborating with the Ministry of Tourism in its bid to lure visitors to the island and shore up the industry.

Welcome initiatives

These are all welcome initiatives, coming at a time when the world appears to be woefully short of role models. Over the last few years, we have seen a parade of celebrity role models fall to ignominy from the high pedestal on which they were perched. From performance-enhancing drugs to violence and bribery, there have been enough happenings to shake our confidence in sport heroes around the world.

Recent revelations of marital infidelity by the iconic golfer Tiger Woods have also jolted golfing enthusiasts and others around the world. Many people are saying his private affair should remain that way. But can Tiger be let off so easily? As human beings, we aspire to be moral creatures and that is why we call into question other people's behaviour and we expect to be judged by our own deeds. Cheating, lying and dishonesty are not endearing qualities, even if Tiger Woods is the most successful golfer the world has seen.

Role model

One can hear the question being asked - exactly what does it mean to be a role model? In a world wracked by discord and economic and social turbulence, sports can readily be identified as a unifying force which connects people in an exciting way. Even those who find sports tedious may grudgingly admit to its remarkable universality.

In addition to their prowess on the field of play or the performing stage, a role model is expected to tap a vein of national sentiment and appeal to our highest ideals. A role model has the ability to use his or her name to make a difference in so many lives. A great debt of gratitude is owed to our role models for without them our world would be most uninspiring.

Unfortunately, the creation of celebrity role models has been accelerated by rabid commercialisation, and this has put great pressure on superstars to perform well in order to continue to maintain their place in that elite band. We hope our athletes hold steadfast and refrain from antisocial behaviour which would only result in the disappointment of the scores of children who adore them. Our athletes can be a clear motivating force and when they demonstrate their willingness to get out there and do something for the community we should be solidly behind their efforts.

Of course, we are not ignoring the fact that scores of businesses and volunteers across the country are engaged in fund-raising activities to buy equipment and assist sporting teams in their quest to compete for glory. They understand the vital role that sport and fitness play in the health of a nation. But the burden will necessarily get heavier in the current economic climate. And so a window of opportunity exists for those who are not engaged to open their wallets and give another youngster a chance to shine. We hope this spirit of philanthropy will stretch far beyond this season.

The opinions on this page, except for the above, do not necessarily reflect the views of The Gleaner. To respond to a Gleaner editorial, email us: editor@gleanerjm.com or fax: 922-6223. Responses should be no longer than 400 words. Not all responses will be published.