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Bay-C of T.O.K Fame joins Jamaica Tourist Board, Shaggy, others for new campaign
The Jamaica Tourist Board (JTB) has launched the ‘Jus Chill Like a Jamaican’ campaign. Designed as a way to show the world the unique style of Jamaicans, the campaign captures several celebrities hanging out in the comforts of their home or neighbourhood.
Among the list of brands featured are Grammy awarded artiste Shaggy, super model Yendi Phillips, female rapper Pepa (from Salt n Pepa), gold medalist Olympian Shelly-ann Fraser-Pryce, Director of Tourism Donovan Whyte, master-blender Joy Spence and of course Dancehall star Bay-C. Launched in June, the campaign can currently be seen on the JTB Instagram page @visitjamaica.
In a related development, Red Cross partners with international star Bay-C to address COVID-19 stigma.
Red Cross launched a music video emphasizing the importance of acting together to help slow and stop the spread of COVID-19, and to support each other to withstand the serious health, social and economic hardships.
International reggae and dancehall star Bay-C lends his musical talent and celebrity status to support the work of the Red Cross as they continue to spread facts to help people keep themselves, their families and their communities safe and healthy during the COVID-19 pandemic.
Speaking at the online premiere launch party, Bay-C said:
“I am grateful to the Red Cross team for giving my team and I this opportunity. As artists, we have a responsibility to use our talents to not only entertain, but inform as well. Out of that vision I have created ListenMi News, a platform designed specifically to communicate memorable messages through music and visuals,” he said.
“Now, as the world continues to face this pandemic, we hope this video can be an added resource for the Red Cross, assisting with the important message of anti-stigma as it relates to COVID-19 across the Caribbean region.”
In the Caribbean the Red Cross National Societies are supporting government ministries of health through many activities like contact tracing, providing psychosocial support, delivering hygiene and food kits to people in quarantine, and spreading correct information about the pandemic. With the COVID-19 pandemic constantly evolving, the message in the video is a timely reminder that facts not fear help us to curb the spread of the disease.
The Jamaican Red Cross began the relationship with Bay-C and his team and they were a driving force in the creation of the music video. Kevin Douglas is the Disaster Management Specialist with the Jamaica Red Cross.
“We are excited about the partnership and we are more than happy to champion this project because it resonates perfectly with the Red Cross principles of humanity and impartiality in addressing the issue of stigma and discrimination, which many people face amidst the COVID-19 pandemic,” Douglas said
Walter Cotte, IFRC Regional Director for the Americas said he is proud of the work of Red Cross in reaching people with public health messages.
“It is incredibly important to recognize the dedication and courage of Red Cross volunteers. We stand with you and we look to expand our support so that you have the resources to reach all those who are impacted by COVID-19 and need your help,” said Mr Cotte.
“Although we are focused on addressing the pandemic, we cannot forget that the Caribbean could still face other disasters, which would be aggravated by isolation and quarantine measures. The Caribbean suffers as a result of climate change and now we are facing a hurricane season that experts say is complicated. Along with our work on COVID-19 we are helping communities be prepared for the 2020 hurricane season. We need to lobby the public and governments the importance of pre-positioning emergency supplies, which is currently complicated by the existing stores being emptied to meet the needs of COVID-19.”
The Listen Mi News feature is just one of many tools that Red Cross National Societies in the Caribbean and around the world use to support communities in stopping the spread of COVID-19, while continuing to create stronger more prepared communities.
View the video here: https://youtu.be/g-
This creation of this video would not be possible without support from the International Federation of Red Cross and Red Crescent Societies, Jamaica Red Cross, UNDP, Caribbean Disaster Emergency Management Agency, United Nations Office of the Coordination of Humanitarian Affairs, European Union Civil Protection and Humanitarian Aid.
