Curaçao and the EU

Communication Campaign – Security and Development

30/03/2020 - 13:24
Private Sector Development

Duration: 12 months (January – December 2019)

EU Contribution: EUR 62,000

Location: Funded under Global Allocation to support communication & visibility activities on the impact and results of EU development cooperation in ACP countries (2017-2020) and managed by the EU Delegation to Trinidad and Tobago.

Overview:

To mitigate the rising levels of crime and violence in Trinidad and Tobago, the EU Delegation embarked on a communications campaign that leveraged local culture and the spoken word to bring positive messages to young people especially those in at-risk communities.  The Delegation enlisted the support of a communications consultant, Reputation Management Caribbean (RMC), who developed a public education campaign, entitled, LIFE AFTER TODAY.

LIFE AFTER TODAY, aimed at disrupting that cycle of crime and violence in Trinidad and Tobago by targeting young persons between the ages of 5 to 19, to provide them with positive alternatives to crime and violence with solutions that can change mind-sets, perceptions and actions. 

Overall Objective:

To contribute to the fight to reduce the levels of violence in Trinidad and Tobago via outreach and education
Activities:

  • Roadshow: Central to the campaign was the communications roadshow.  Hundreds of young people (mainly students of primary and secondary schools) were reached with words of inspiration, hope and empowerment from young influencers and entertainers.  The spoken word artistic ensemble D-MAD (Drama Making a Difference), was campaign's main interlocutors.  Other influencers included:
    • Jarron Nurse, a 29-year-old Gospel singer and Motivational Speaker,
    • Akeem ‘Preedy’ Chance, a soca artiste and entertainer who has done extensive work in the at-risk community of Maloney Gardens.
    • Joshua Regrello, a 21-year-old university student and musician from San Fernando who is well-known for his co-captaincy of Caribbean Airlines Skiffle Bunch Steel Orchestra.
    • Sunny Bling: Comedian and Media Personality
  • Two Conflict Resolutions Workshops:  The workshops, led by Gregory Sloane Seale of the Citizen Security Programme of the Ministry of National Security targeted youth leaders, gatekeepers and parents.
  • Jingle Competition:  This national competition targeted youth between the ages of 13 and 19 and challenged them to produce videos jingle.  These young “producers” were encouraged to create jingles in the form of one to two minute videos, using anti-crime messages, to share with their peers. 

Outcomes:

1400 students from 20 schools Trinidad and Tobago were engaged as a result of this campaign, which also gained visibility in the media – newspapers, radio and television.  The campaign reached a cumulative 28,000 persons via social media and the conflict resolution workshops in North and South Trinidad were attended by 52 youth leaders.  Partnerships were also formed with seventeen state and private sector organizations and NGOs, which contributed to making the campaign a success.

 

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