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.