For the Love of our Seniors

With advances in modern medicine, many adults are living longer than previous generations with the elderly becoming one of the largest growing segments worldwide. The Jamaican landscape is no exception, reflecting a rapidly aging population with persons 60 and over currently representing 11.9 per cent of its citizens.

As this segment increases, greater consideration must be made in terms of how to meet the needs of retired professionals and senior citizens. While good health care, proper nutrition, diet and exercise are essential to maintenance of a longer, healthy life; studies have shown that social activities and family support are also critical for the general health and well-being of seniors.

In the face of gradually increasing limitations in contacts with other people, the family becomes for the senior an important source of support and satisfaction; it is the senior’s arena of everyday activity. For this reason it is very interesting to look for the connection between quality family relationships of elderly people and their sense of life quality both in a general sense and in distinguished areas. Angels4U Home Care has found a niche doing just that, providing carers and companions for this market, right in the comfort of their own home.

Research indicates that the frequency of contacts, emotional closeness, sense of support and mutual trust as well as living together with the closest family member can have a positive influence on seniors’ health, even decreasing mortality rate. The social and emotional bonds create an overall sense of life quality in the specific spheres: psychophysical, psychosocial, subjective, metaphysical and mental. On the other hand, it was found that loneliness and isolation had the potential to lead to health disparities and depressive symptoms.

In discussing ‘Older adults’ perspectives on successful aging qualitative interviews, Reichstadt et al said that older adults attribute successful aging to quality of life while a “feeling that somebody cares” played an important role in their sense of well-being. Additionally, interviews with the elderly found that those who had achieved a meaningful way to stay active in society by working, volunteering or interacting socially expressed a greater sense of happiness.

Over the past year we have proven these research findings in our own business, Angels4U Home Care. From our experience, our clients who constantly have family around tend to do much better, are generally happier and have more positive outlook on life. Meanwhile those with close relatives living far or abroad tend to have more issues.

But this is where we come in. While we cannot replace loved ones, our goal is to ensure everyone we care for, especially the elderly feels loved and validated. Though we go into the home to care for them it’s not about putting them in a corner or leave them to watch TV. We interact with the clients, read to them, have conversations, play games, take them on walks and even accompany them to events they’d like to attend. It’s really about companionship that sincerely wants them to be comfortable and happy. 

Also, recognising that the state of wellness is characterized by experiencing pleasant emotions, having a low level of negative moods, as well as enjoying high life satisfaction, Angels4U Home Care recently held ‘Timeless’, a Pre-Christmas Senior Soiree for retired professionals and their families. We wanted it to be an intergenerational event where the seniors and their families-children and grandchildren; play, eat and enjoy socializing together while interacting with and meeting other families. It was indeed celebration of family. We have had raving reviews about this event. The seniors had such a ball. So we are definitely looking into how we can add more social interaction outside of the home, while providing companionship within.

Angels4U Home Care is a new service provider meeting the needs of many Jamaican families, providing premium care services in the comfort of people’s homes. The company supplies qualified nurses trained and certified care assistants for the elderly, persons convalescing and rigorously screened nannies for children. 


Melody Cammock-Gayle is the Director of MC&Associates - a marketing and communications consultancy in Jamaica.

A Case for the Youth

Youth and experience make the perfect combo. Nothing beats having the strength, energy, vigour and unentangled focus to get any job done; coupled with the knowledge, practical know-how, plus a network of tried and proven resources to ensure super efficiency. Sadly the two never usually walk together, with one being the collateral martyr of the other.

Youth (particularly early to mid 20s) for many represents a period of uncertainty and high risk. It is an age where irresponsibility may be rampant and the process of developing the most profitable employee seems fraught with too much teething-pains. This is not a position most companies or employers would willing subject themselves to especially in this fast paced, global business climate. No one has the time to hold hands and lead new, fresh employees around the track a few times until they finally get a handle on the job. For as sure as night follows day, there will be injuries from falling - some of these very costly. But although this is not representative of all young people, the risk resides in finding the right gem.

So being prudently cautious, employers request minimum experience for peace of mind, but more so to assuage their bottomline. After at least two or three years in a particular position, one would expect that workers would know how to get the job done. Afterall, this is what employers are looking for. Thus the more a candidate can show that he or she has mastered the skills needed by an organisation, and the more persons can verify this to be true, the more inclined the employer will be to hire said candidate.

And in truth, if I needed a brain surgeon I wouldn’t want the young person who just graduated despite how brilliant and promising he or she may be. I want that person’s lecturer. The doctor who has had years of experience, who can handle almost any complication because he or she’s seen it before. But, most jobs do not require neurosurgery or rocket science.  So why not give young people a chance?

As an employer for more than 14 years, I am a staunch believer in hiring young, bright, qualified persons who have not only the skill, but also the will to succeed. Over the years I have worked with numerous university graduates who have exhibited maturity, true character, skillfulness and exemplary professionalism. Yes, they may have needed some direction, but who doesn’t? Their eagerness to learn, which sometimes meant a willingness to learn from mistakes, has led to tasks well done.

Added to this, young people bring new ideas and a fresh perspective. Most have not yet been tainted by the realities of work nor are yet indifferent about the organisation. Thus they come with new eyes, and modern ways of dealing with old systems and issues. They tend also to be enthusiastic, creative, adaptable and open-minded. They are not afraid of change or technology which can mean greater efficiency for organisations and possible cost saving techniques. They come with fewer bad habits, preconceived notions, and are usually more comfortable in a diverse environment. Possibly most importantly, they are trainable. For the most part, this has been my blessing.

Forbes magazine however cautions against shaking things up too quickly. “Many younger workers tend to focus on where the company is going and show no interest in how it achieved its present state. That can be insulting to those who helped build it. Younger workers should remember that learning about the company’s history will help them create the future.” Additionally, age usually brings with it insight and wisdom needed to make good decisions.  Though certain abilities might decline with advanced age — most notably processing speed — the vast  reservoir of knowledge that produces seasoned judgement can trump the nimble-mindedness of youth. Remember, there is nothing new under the sun. 

I concur, however that the formula for creating an engaging, productive environment would be an integrated workforce of passionate energy and shrewd experience. A place where all skills have equal access to the table with relevant skills development being a strategy toward achieving strong, sustainable and balanced growth. So it this is to happen, we need to give the youth a chance. 
If they are to become the future, they have to start today.

Melody Cammock-Gayle is the Director of MC&Associates - a marketing and communications firm in Jamaica.

Lessons from the Re-Birth Project ... part 2

Hey, thanks or stopping by.
Last we I started to share the valuable lessons my team and I learned from our MC&A-led Re-Birth Project. Read below for Part 2.

4. Not to be so judgmental

Admittedly, we began the Re-Birth Project with certain assumptions. Our request was children who are brilliant but troubled. We expected the issues. What we didn’t expect was to meet children who genuinely wanted to do and be better; but lacked the motivation and support to achieve it.

5. There is a need for good parenting education

There was never a truer statement spoken. As early as the the Press Launch, two things were painfully apparent. One, these parents loved their children, and the other, they were at their wits end. During the briefing session, a week before the first workshop, the parents almost brought us to tears as they relayed their struggles and frustration in dealing with their children. They had been anxious for help.

During the Project the parents eagerly participated in their sessions, asked questions, took notes and shared openly about their failures and progress. Recognizing the parents’ genuine desire to do more for their children, Parent Places - a NPSC initiative - were implemented at the Tivoli Gardens and Norman Manley High Schools.

Kelly Tomblin, President and CEO, JPS group facilitator at The Re-Birth Project

6. Need to break generational cycle

Almost all parent participants were adamant that they do not want their children to have the life they now have. Living in low-socioeconomic, violent communities, the parents all want better for their children. This, many times was the root of their frustration. The children refused to see that their current lifestyle was leading to a road the parents were all too familiar with. The stories of their mothers and relatives having children during teenage years, absent baby fathers, relatives who died in their prime and constant child-parent conflict were common debilitating struggles. These are cycles that must be broken if these children, and many like them are to grow up to become productive citizens.

7. Leadership is important

Working with both schools underscored the value of good leadership. After being referred by the Ministry of Education we made contact with both schools. Immediately, Norman Manley High School set itself apart. The Guidance Department was present, concerned, engaged, more organised with information being processed and feedback communicated in a timely manner. At least one teacher attended every session - with apology rendered ahead of time for absence. One of the school’s Deans of Discipline was even assigned to the Project attending many of the sessions on Saturdays and showed great hospitality when the Project relocated to the school.

8. Change takes time

Marcus Steele, Managing Director, Carreras Group, at The Re-Birth Project

After working with the students for nine weeks, with regular assessments from the teachers and parents, regrettably, some children have shown no signs of change. Two fell out along the way, and refused to re-enter despite overtures made. There were weeks we were ready to throw in the towel as we just couldn’t see our efforts making a difference. On occasions Carol Narcisse, with far more years of being involved with social intervention had to console us. But, slowly, change started. No big leaps, but tiny, sometimes microscopic steps. Still, change was made and continues to happen. Parents report that children are more obedient, relate better with siblings, are more respectful, spend less time on the streets where much of the temptation lurks and are paying more attention to their school work. They haven’t transformed, but slowly, steadily, change occurs.

There were at least three, all boys, who were referred to the Ministry of Education and the Child Development Agency (CDA) for further intervention. We feared that if we did not act, we would be reading about them in our newspapers...not positive either. The CDA thankfully responded with alacrity and as far as we know the boys are receiving the necessary support.

9. Effective marketing doesn't always have to be expensive 

The Re-Birth Project costs. When we started the project we had big plans and $100,000 from a singular sponsor - Grace. Our reality was tough...weekly expenses in excess of $250,000. Companies/organisations we spoke with had already made budget allocations but some were willing to assist when we outlined what we were doing. Still, we definitely had no money to spend on marketing and promotion. So we wrote about the project and sought interviews, presenting the value of the programme, its objectives and the work being done. We also issued an open invitation to some of our favourite local business executives (Kelly Tomblin, JPS; Marcus Steele, Carreras; Joylene Griffiths-Irving, Scotiabank; Glen Christian, Cari-Med; Rosalee Gage-Grey, CDA; Linda Miller, COK Sodality Co-operative Credit Union ) to be a part of the programme. Their involvement brought attention to the Project and PR for their companies.

Rosalee Gage-Grey, CEO, Child Development Agency, at The Re-Birth Project

10. Jamaica has corporate companies and people who genuinely care about Jamaica’s children and our country’s development

We must pay special tribute to those companies who captured the vision and provided support in one form or another: Spanish Court Hotel, ScotiaFoundation, JPS, Grace Financial Services, Grace Foods:Lishous, FreshStart, First Heritage Co-operative Credit Union, Jamaica Mortgage Bank, Cari-Med Foundation, JMMB Foundation, Laris Productions, COK Sodality Co-operative Credit Union, Sagicor Life–Jamaica, Juici Patties, Tastee Patties, Kirk Distributors, CB Foods Limited, Alicia Bogues, Everton Stewart Videography, Caribbean Maritime Institute, Jamaica Constabulary Force, Carreras Group, Kosmo Car Rental, Norman Manley High School, Tankweld Construction, Kirk Davis Graphic Designs.

Melody Cammock-Gayle is the Director of MC&A - a marketing and communications firm.

Lessons from the Re-Birth Project ... 1

After reading our article entitled Brand Jamaica Needs Backitive a prominent local business man invited our team to a meeting. Like us, he sees Brand Jamaica as a multi-dimensional, and resilient brand, but laments Jamaica’s inability to capitalise on its brand equity - a value transfer process with the potential to significantly influence our country’s economy, development and sustainable competitiveness. Recognising the opportunities being missed, the article called for government support, public-private partnerships, political integrity and better parenting, to deal with among other things, the deterioration of values, attitudes and the spiralling crime rate which are major setbacks to developing Jamaica’s brand equity.

This gentleman’s challenge to the team: “How are you going to take action?”

Melody Cammock-Gayle, co-founder of the Re-Birth Project 

gives an Overview of the programme during the Awards Ceremony 

held at the Spanish Court Hotel in June. 

The team went to the drawing board, and crafted The Re-Birth Project, an intervention initiative designed to influence positive attitudes and reform behaviour of 20 at-risk high school students, aged 13-15 years. Over nine-weeks, these teenagers from the Tivoli Gardens and Norman Manley High Schools, along with their parents attended developmental workshops which employed protective/preventative strategies aimed at building personal resilience and encouraged the youth to strive for excellence, while providing parents with the resources to best support their children to be positively different.

As we prepare for the second phase of the Re-Birth Project, Phase one ran from March-June 2014, I’d like to share some insights we gained from the experience:

1. One person CAN exert change

According to the Statistical Institute of Jamaica, at the end of 2013, the population of Jamaica stood at 2,717,991. When one thinks about ‘rebuilding’ Jamaica by changing values of attitudes, reaching 2.5 million people seems like such a mammoth undertaking, it stops you in your tracks and regulates you to just sitting on the sidelines and complaining. Yet the challenge from one man, propelled our team from Maverick Communications & Associates (MC&A), plus a team of caring resource persons to touch 40 lives, who continue to influence their community. Therefore a small core of committed persons...can start helping to make Jamaica’s well needed difference.

2. Any intervention programme for children must include parents and teachers/schools 

Our initial planning included only the children. After all, they were the ones in need of behaviour modification. However, after a discussion with Dr. Patrece Charles-Freeman, CEO, National Parenting Support Commission (NPSC), we were encouraged to look at a tripartite model which included the children, parents and school/teachers. This, she explained was now the ministry’s approach. It made sense. We realised it didn’t matter how much good we taught these teengers in four hours, every other Saturday, if they went back to a home and community that were constantly displaying contrary values and attitudes. It would be pointless. We needed reinforcement from the home and at school.

Daniel, a Tivoli Gardens High School student shares with the group what he learnt about
Avoiding Temptation in the student session. The session was conducted by Carol Narcisse.

3. Resilience

When a child is exposed to risk factors such as maltreatment, poor parenting, violence and poverty, he or she is more likely to be propelled on a trajectory towards poor academic, social and behavioural functioning. Still, some adolescents develop into productive aspiring young adults despite facing challenging circumstances,while others experiencing similar circumstances constantly struggle with depression, behavioural issues, anxiety or lack of self confidence. Studies show however that many external and internal factors help to determine resilient functioning - the ability to adapt positively despite adversity. Some of these include: good parent-child relationships, a positive school climate, self-esteem and self efficacy in at least one domain of life, planning skills, and a warm, close personal relationship with an adult.

As we tried to develop the best possible objective programme, we grappled with identifying how and which protective factors may contribute to positive outcomes, develop resilience and how it could potentially be enhanced over the nine-week period. Researching and determining the mechanisms behind resilience we knew we needed the best behaviour modification facilitators - (Althea Bailey, Carol Narcisse, Dr. Charles-Freeman, Marcia Chen, Georgia Lewis Scott, Lloyd Maxwell, Jamaica Parent School (JAMPAS), Sgt. Hodel Harris) in their respective field and the most impressive motivational speakers (Glen Christian, Marcus Steele, Poye Robinson, Kevin Wallen, Kemesha Kelly, Mark Chisholm, Rodney Bent, Joylene Griffiths-Irving, Tamian Beckford, Tanisha Esman), who could stir our 13-15 year-olds into wanting to aspire for greatness, change their trajectory, and instead be self-directed into a more positive direction.

To Be Continued ….

... join us next week for Part 2.

Action Plan to Rebuild Jamaica ... Part 1

Is it too far-fetched for us to imagine a kinder, gentler, more disciplined Jamaica or are we too far gone? Imagine a Jamaica with less hostility, where each looks out for the other, and all are interested in seeing the country’s development recognizing that Jamaica’s prosperity benefits each individual. Imagine a country whose citizens have been re-socialized to value hard work, where violence and crassness are not glorified, where the rule of law counts and Jamaica is the place of choice to live, work, raise families, and do business. An elusive dream?

This is the Jamaica I would love to see and I believe it’s achievable. For me, the great thing about it is that we don’t need more social programmes or millions of dollars to fix many of these things. I believe there are small, practical steps each person can take for us to collectively improve Jamaica.  

So let us turn Jamaica around with the same fervor we would a company, let’s make an investment in Jamaica, building social capital. But we must start with changing our mindset, acknowledging there is work to be done and that each person has a role to play. Then there needs to be a willingness to address the issues, moving away from the ‘wha dat haffi  do wid me’ mentality, to seeing the broader picture that an improved Jamaica means more investment, growth in the economy, available jobs, better infrastructure and an improved quality of life for citizens. Put in that light, there ought to be a determination toward creating lasting change which benefits us all.  And yes, change will not be immediate, but in time we are guaranteed a return on investment to create a new Jamaica, if even for our children. And who wouldn’t want that?

The state depends on social stability and consensus. This sets the stage for thriving economic and social development when all participants (government, corporate sector, civil society, church, interest groups, individuals) work jointly to identify and pursue common goals. Just as no company can build a strong brand without people who either share its core values or possess the willingness and ability to embrace those values. So it is that Jamaica requires a cooperative buy-in where each person realizes he/she individually, is part of a larger institution and must work together with as a unified force, aimed at building a better Jamaica. ‘Wan finga cyaan kill louse’ (One finger alone cannot kill lice).

Let’s start with what it means to be a proud Jamaican. A great culture starts with a vision and a mission statement. In a few sentences, these words guide a company’s values and provide it with standards, a rallying cry and purpose. That purpose, in turn, ought to influence every decision employees make. When prominently displayed and treated as more then mere words in a frame and when portrayed consistently in leaders’ actions, good mission statements can be a continuous guide to employees. I think our beautifully crafted National Pledge and Anthem serve this purpose; as both articulate values and guidelines for our behaviour and conviction as Jamaicans. But the problem is, for many of us they were learnt through rote so they have no real meaning. Because we have not internalized, we can’t realize. If we had, the principles would have been entrenched in our consciousness, manifested in our daily life. So at the end of the day, it means very little.

Here are my thoughts on what I consider simple but significant solutions we could all try and which I think could make the well needed difference:

• Start teaching, really teaching our people, especially our children, the National Pledge and Anthem in a way that they understand what they really mean. Not something to just go through the motions and reel off the words. But to emphasize the importance of what the words mean and how Jamaica benefits if we were to act on the pledge.
• Say and sing them often: at national events, corporate functions, schools, Churches. Keep them ever before us to remind us what we have pledged to do as citizens and what we would like for our country.
• Instill in our people a respect and reverence for the National Pledge and Anthem for them to truly become more than symbols but statements of a mission and vision. 

To Be Continued ….

(Join me next week for part two of this post where I humbly offer other simple but significant solutions we could try and which I think could help in rebuilding Jamaica) 

Why Marcus Garvey is still relevant today

“We must canonize our own saints, create our own martyrs, and elevate to positions of fame and honour black men and women who have made their distinct contributions to our racial history”

As the National Heroes’ Day celebrations come to a close, and our heroes are brought to the fore I thought this a fitting time as any to explain why for me, Marcus Garvey is as relevant today as he was 80 years ago, albeit in a different time and social context.

And I’m not suggesting that the achievements and contributions of our other heroes and heroine are less significant, because undoubtedly each in his/her own right has done much for our development as a people and a country. And no, I’m not a racist, nor do I believe in emigrating to Africa.  In fact I see past colour and I do try to judge each person on the content of his/her character. I am a Jamaican and the world is my oyster. But Garvey stands out for me because many of the dreams he wanted for the black race in the 1900s, I want for Jamaica today.

“The ends you serve that are selfish will take you no further than yourself but the ends you serve that are for all, in common, will take you into eternity.”

Born in St. Ann in 1887, Marcus Mosiah Garvey is celebrated as the first black man to lead and develop a mass movement of people. He was the first man on a mass scale to give millions of blacks a sense of dignity and destiny. He was a visionary, whose teachings and philosophies are as relevant today as they were a century ago, especially for a country with a 90 per cent population of black people, though in a totally different time. Among the main tenets of his teachings were: a sense of pride in self, as a black race; respect for each other and the idea of black enterprise and entrepreneurship. If we would get these right, then Jamaica and the conceptual framework referred to as brand Jamaica would be unstoppable.  

Garvey taught self-belief, positive self-esteem and self-respect to black people at a time when the black race was considered less than second-class citizens. Such a concept was revolutionary then, and in some ways still revolutionary now. He emphasized education, and an awareness and appreciation of our rich African heritage, as avenues to locate a deep sense of self-identity, which engenders personal and national growth. To achieve greatness, Garvey believed that a people needed to believe in themselves, understand history and arm themselves with the knowledge of how to move forward co-operatively.

“The Black skin is not a badge of shame, but rather a glorious symbol of national greatness”

It is therefore surprising that more than 70 years after Marcus Garvey’s death, we are still struggling with issues of love for our black self, so much so that skin bleaching is a near epidemic. As Jamaicans we need to draw pride from somewhere; pride in ourselves, pride in our country, pride in our achievements. Thus my strong belief is that Garveyism should be taught in schools from the primary level. Too many of our youth have little sense of identity, no idea of their past and no interest in their future.

Understanding that the theoretical construct of national identity is about collectively and connectivity, Garvey’s teaching will help to provide that cognitive, moral, and emotional connection which must be made between an individual and his/her broader community, or category. With this in place, we would have created a system of meaning which allow people to feel a sense of oneness, security, inclusion and belonging.  Collective identity guides individual action, provides a moral compass and emotional connection with other people who share similar interests and ideologies in a broader community.  Self-belief affects self-image which affects nation development. A people who love themselves don’t deface their skin. A people who love their nation don’t deface national symbols, throw garbage on roads or in gullies or urinate at every street corner or display blatant disregard for law and order. Pride in self must overflow to respect for each other. A people working together for the development of self and nation have no time to annihilate the brother working beside him.

“The Negro will have to build his own government, industry, art, science, literature and culture, before the world will stop to consider him”

Garvey also believed in economic self-sufficiency and financial independence, seeing this as the black race’s only protection against discrimination. Once this economic foundation was created, they could then move on to social and political pursuits. Still, 50 years after independence, Jamaica has neither economic self-sufficiency nor financial independence. Sadly, we have not been able to curb spending while our taste for everything foreign continues to drive us deeper into debt. Last year the food import bill alone stood at $US959 million. Despite the government’s campaign to ‘Eat what we grow; Grow what we eat’ there has been little overall traction in encouraging demand for locally produced products or injecting enthusiasm in local manufacturing. But, this is where we need to look if we are to experience any economic success as a nation. Garvey got it right.

So as the great visionary Marcus Garvey said: “We Are Arbiters of Our Own Destiny. God and Nature first made us what we are, and then out of our own creative genius we make ourselves what we want to be.” So, I guess the question is what do we want to be?

“Intelligence rules the world, ignorance carries the burden.”

Brand Jamaica needs backitive … Part 2

(Last week I spoke about Brand Jamaica looking at the importance of reputation to brands, especially Nation brands. I noted that despite the positive international coverage Jamaica receives, while good for brand image, the underlying issues we face as a country continues to prevent the translation of brand recognition into investment for the country.)

Today, I look at what I believe it will take to convert Brand Jamaica into cash … an all-encompassing, integrative national identity strategy. This will involve:

1.    Government Support: We will need national government policy-makers

to grasp the importance of having a national identity framework, which places the emphasis on ‘competitive identity’ and a positive nation brand image. Countries like New Zealand, Australia, Spain and Ireland all present as excellent models of countries whose nation branding process resulted in radical change of the perception and awareness of their nation identities abroad.   This means therefore that the Jamaican government must take a proactive approach to nation branding, recognizing the relational linkages to economic growth, such as: an increase in investment and exports, improved figures in visitor arrivals, confidence boast in the products the nation produces. 

2.    Public-Private Partnerships:  Firms in their own best interest and in furthering

national interests may need to help the government drive ‘Jamaica’s Vision 2030 Jamaica – National Development Plan’, specifically funding and ensuring the implementation of public education campaigns whose objectives are to promote a sense of national and individual identity, raise the level of understanding about the linkages and connections between nationalism, individual growth and the nation’s economic development. It is important for all stakeholders in nation-building to become involved with re-socializing how people relate to each other and to eliminate disrespectful behaviours that reflect poorly on the country’s image. The public education campaign’s primary objective is therefore to highlight positive core values that build social and cultural capital and for nationals to understand his/her role in protecting the brand Jamaica image.  As Jamaica develops, so will the private sector which therefore has a stake in ensuring that the brand on the whole is lucrative.

3.    Political Integrity: A nation is judged domestically and internationally by its leaders’

performance and reputation.  Leaders’ reputation is a critical aspect, which permeates and impacts other channels of economic and social development. The nation’s leaders must exemplify and communicate good governance consistently.  Therefore Jamaica needs to establish a political policy that distinguishes itself as a country that places emphasis on political integrity, accountability, responsible and ethical governance.  All of which can strengthen its relations in international markets as ‘outsiders’ recognize that its people demands accountability and ethical governance from its leaders. Ministers of government daggering at party meetings or flouting known procedures somehow doesn’t paint a picture of responsible governance.

4.    Parenting: If as a country we are to be successful in re-socializing citizens then it

must start at the first teaching point, the home. Parents should bear the brunt of the responsibility to train their children to be good citizens, contributing positively to their country. With the family at the foundation of every society, improving parenting can go a long way in re-building Jamaica, providing a quality brand. More organisations – church, civic groups, school - are therefore needed to support parenting and the preservation of right values and attitudes. In Japan, school curriculum at the Elementary, Junior High and High School levels includes Moral Education and Civics. As early as preschool, students are taught to maintain cooperative relationships with their peers, proper manners, how to speak politely and how to address adults as well as how to relate to their peers in the appropriate manner. This serves mainly to preserve social values and transmit them to the next generation.

Companies invest millions in building and maintaining their brand’s reputation. Because

the truth is, it all boils down to, reputation. People buy into the reputation of your product. Pun intended.

 So, what are we doing about brand Jamaica?