I Am That I Am – the Jamaican adult colouring book – is the mental health escape that Jamaicans were not aware that they needed.

The colouring book was strategically launched on World Mental Health Day (October 10) at the Sky Gallery on Phoenix Avenue in St Andrew in association with Caribbean Producers Jamaica (CPJ) Limited.

Made by Jamaicans and creatively ideated by ID8TOR, Founder & CEO of Ideate That Limited, Jackie Jacqueline Jackson, this colouring book represents a tangible escape from our new normal, filled with 80 ‘I AM’ affirmations to bolster self-love.

“Colouring is great but there are other things that we need to do, to protect our minds. I created this and, in thinking how we are going to make this Jamaican, we specifically ensured that all the pieces in the book are done by Jamaicans,” said Jackson, the self-published author and visionary.

Affirmations are positive statements repeated to alleviate a negative mindset. To deliver the authenticity of Jamaican culture, Jackson creatively aligned 80 affirmations with synchronous and indigenous illustrations.

For his part, consultant psychiatrist Dr Aggrey Irons said the event brought him back to his inner child.

“I used to live on Phoenix Avenue when I was about 12 years old, so coming here tonight is almost like coming back home to age 12 and when you put a colouring book in front of a 12-year-old (that’s what I am tonight) you get wonderful things happening. In fact, the first thing you get is that they’ll keep quiet. Nothing brings more peace than sitting down to colour.”

The launch saw the likes of Senator Matthew Samuda, minister without portfolio in the Ministry of Economic Growth and Job Creation, Floyd Green, minister without portfolio in the Office of the Prime Minister; Popular DJ, Bishop Escobar; Comedian Kvonne ‘Prince Pine’ Legore; among others.

IATIA is available on the e-commerce platform, Amazon, and will be released in all pharmacies and bookstores islandwide.

Interested persons are encouraged to purchase the colouring books in bulk for promotional, educational, or business use.

They can contact Ideate That Limited directly via email at [email protected], website www.ideatethat.com, phone at (876)668-3917 and WhatsApp at (876)359-3929.