Ideate That Limited is marking the first anniversary of I Am That I Am (IATIA), Jamaica’s first adult colouring book with a partnership with Cafe Blue, giving customers a chance to relax and colour on World Mental Health Day 2023 on October 10.

This collaboration brings a one-of-a-kind experience to select Cafe Blue locations across Jamaica, including Fontana in Montego Bay, Eight Rivers Plaza in Ocho Rios, Sovereign, Irish Town, and Constant Spring (Super Valu) in Kingston and St. Andrew.

Studies show that individuals between the ages of 15 and 34 have one of the highest overall prevalence rates of depression. Colouring has been scientifically proven to have an anxiety-reducing effect on adults: just 20 minutes of colouring can efficiently lower heart rates and decrease feelings of anxiety.

In alignment with this year’s World Mental Health Day theme, ‘Mental health is a universal human right,‘ Ideate That aims to offer Jamaicans an opportunity to engage in mindful relaxation through colouring.

Jackie Jacqueline Jackson, author of IATIA and founder of Ideate That, said: “Colouring within the lines of an adult colouring book is not just a creative act; it’s a mindful journey towards inner peace, reminding us that nurturing our mental health can be as simple as choosing the right colours for our thoughts.”

I Am That I Am is available for purchase on Amazon, at all six Fontana Pharmacy locations islandwide, The Sky Gallery, and select Cafe Blue stores.