Project STAR (Social Transformation and Renewal Project), has launched a media campaign dubbed, “FAHWUD Movement” that seeks to engage the nation in conversation about societal transformation prioritising the needs and desires of residents actively involved in community-led development.
Project STAR is a social, and economic transformation initiative that was created by the Private Sector Organisation of Jamaica (PSOJ) in partnership with the Jamaica Constabulary Force (JCF) in 2022.
The campaign carries a television (TV) commercial that features Jamilia Campbell and Raheim Robinson.
“Is it possible for communities across Jamaica to move forward?” asks Campbell within the first three seconds of the commercial. “At Project STAR, we believe it is!” responds Robinson. After those questions are asked, the conversation about hope for all Jamaicans begins.
Campbell and Robinson are among an initial 10 community residents that are featured in the national media campaign being implemented by Project STAR. The campaign aims to shine a light on the resilience of Jamaicans in under-resourced communities where the project team is working.
In the commercial, Tasheka Wynter, a resident of Parade Gardens who has benefitted from Project STAR’s employment programme, is giving the initiative a thumbs up as she said since interacting with Project STAR, her life has taken a positive turn.
“I would encourage others to work with Project STAR. It’s worth it. You never know what might happen. For me, I benefitted financially as I was able to be placed in a job. Project STAR is true to its words,” she said.
“The campaign is about putting people at the forefront of the work of Project STAR. It involves community members engaging in their own action towards transformation. Everybody Fahwud is Project STAR’s expression that we can work together to create a society where we are all valued and have opportunity to thrive – to go forward in numerous ways,” said Saffrey Brown, project director at Project STAR.
Brown said the campaign is about engaging the Jamaican society in that vision by using the voices of the people who are currently involved in creating change for themselves and their communities.
“Their voices have always been muffled, silenced, and sidelined. This campaign is about finding an outlet for their voices. And hence they are at the forefront of the messages and communication. Project STAR is community informed. Community led and community owned,” she emphasised.
The advertising campaign, which will be aired on radio, television, in the print media, outdoor and all social media platforms.
Brown said that the campaign is also aimed at building awareness about Project STAR and encouraging others to join the movement and help make a difference in the targeted communities.
Another determined East Downtown Kingston resident, Keisha Lewis, adds her voice in the commercial and says, “Each of us, all of us can work together to make a difference. Let us build together, one block at a time. Helping each other to grow.”
The commercial ends with a chorus of voices echoing Project STAR’s tagline and national call to action for ownership and collaboration: “Everybody Fahwud!”
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