Two years of curfews and restrictions have left many Jamaicans feeling like we’ve been missed. Therefore, it’s no surprise that as restrictions are lifted, many of us have been scrambling to make up for lost time by attending all the parties, parties and social events we can.
In anticipation of what would inevitably become a time of celebration and accompanied drinking, Red Stripe stepped up its advocacy on the Drink and Live Responsibly campaign. An extension of the campaign was a consumer call-to-action contest specifically targeting amateur filmmakers to submit 60-second Instagram reels illustrating how they drink and live responsibly.
From May 30 to June 24, nearly 50 students answered the call to use their talents as a force for good and a chance to win a 2-year associate degree scholarship at Edna Manley College of the Visual & Performing Arts , courtesy of the Desnoes & Geddes Foundation, and a share of $325,000 in cash.
Submissions relied on comedy and dramatization to convey their message, while others incorporated music and other elements of Jamaican culture. Highlights of the videos included statements and jingles like: “Me, you drive, mek, we live responsibly”, “Eat before and while you drink”, and “Me, drive, you relax and drink, yu zimmi”.
Marlon Simms, Dean of the School of Dance at Edna Manley College of the Visual and Performing Arts, said, “The Livelihood campaign is great because you’re using art to deliver a very powerful message. I love the use of art and social media to address an issue that is so deeply personal to many people. This campaign is aligned with the values we promote at Edna Manley, including caring for each other and personal responsibility, so it’s only fitting that the winner joins our community to further explore her creative passions.
Dianne Ashton-Smith, Head of Corporate Affairs at Red Stripe, said: “As the entertainment industry reopened, we felt it was important to increase our advocacy around responsible drinking. It is very tempting to return to social life and quickly try to catch up. However, the aim of this campaign is to say that you can go back and have fun and that you can do so safely, responsibly and in moderation.
Ashton-Smith explained why Instagram was chosen as the platform for the campaign. “Social media touches millions of people every day. It is a place where people go not only for jokes, gossip and entertainment, but also for information and news and to keep up to date with what is happening in the world. This initiative allows young people to express their capacity for innovation through digital art while contributing to a culture of responsibility.