By Vicki J Hanson

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The changing nature of recent political campaigns in Jamaica should be noted as a critical point in our political history. 

Since 2016, the way in which both the Jamaica Labour Party (JLP) and the People’s National Party (PNP) have conducted their campaigns has shifted to a more battle-for-the-minds-of-the-Jamaican-voters approach.  In 2016, as both leading parties criss-crossed around the island, green and orange lights were the order of the day, adding to the flags on the light posts throughout the communities.  

In the 2020 political campaign, the integration and utilisation of social media became integral to both the JLP and PNP campaigns. The constraints imposed by COVID-19 necessitated the avoidance of mass gatherings in confined spaces. Consequently, social media platforms were employed to highlight motorcades and community walk-throughs, serving as the primary means of demonstrating presence during the 2020 election campaign.

A notable aspect of the 2020 political campaign was the use of “Clarks” footwear. Prime Minister Andrew Holness prominently featured “Green Clarks” turning them into a recognisable symbol during that period. As he travelled on the campaign trail, people would notice and call out for the “green Clarks.” Although the Prime Minister intended to use the “Green Clarks” to draw attention to his message, they instead became a focal point of excitement for the electorate.

My own political epiphany came in 2020 on one of these motorcades in a dark rural community, when, like Saul on the road to Damascus, I was jolted. As we motorcaded, all we could see were the flickering of the campaign lights as we rumbled on the bad roads in the community. When we stopped in the community square, the only lighting was that provided by the campaign sound truck. The Party Leader, sitting atop the sunroof of a vehicle, proceeded to share a vision of Jamaica in which rural areas such as this would have a better road network, access to water and electricity.  

But while the Party Leader spoke on these matters, all I could hear were shouts of “show wi di Green Clarks”, and believe me when I tell you, the loudest roar of excitement came when Andrew Holness lifted his foot to show off his “Green Clarks”. Even though the “Clarks” prevailed that night, there were some of us, including the wearer of the “Clarks”, who wanted more substance from our political discourse and more meaningful campaigns.

As the unofficial 2025 political campaign begins, it’s clear there’s a battle for the minds of Jamaican voters. Social media is filled with vloggers, bloggers, and commentators spreading information and misinformation to potential voters. Numerous YouTube and Instagram channels now live stream political meetings, instantly reaching millions in Jamaica and the diaspora. 

It is evident that the leadership of the JLP has consciously transitioned their political platform from one focused on mere political theatrics to emphasising substantive policy issues and the achievements of their current administration.

The presentations on the JLP platform are intended to engage not only JLP supporters but also those of the PNP, as well as undecided voters, in discussions regarding essential policy matters such as crime reduction, access to potable water, and the improvement of road infrastructure.  

As some individuals revise their perspectives akin to the transformation from “Saul to Paul” on the symbolic political “Road to Damascus”, it is our aspiration that the dialogue leading up to the 2025 general election will engage the electorate in a thoughtful consideration of the policies presented by the political parties, enabling them to make well-informed decisions that best support Jamaica’s development.  

Let’s look beyond political platform gimmickry to substance that will make “Jamaica the place to live, work, raise families, do business, and retire”.  Let’s choose wisely.