Beer giant Red Stripe is set to host the latest installment of its ‘Responsibility Now!’ town hall series Tuesday under the theme, ‘Lo, Slow, No: The Role of Media in Promoting Responsible Consumption’.
The town hall meeting, to be held at the Red Stripe Vibes Sports Club on Spanish Town Road in Kingston, will be staged in collaboration with the Private Sector Organisation of Jamaica (PSOJ) and will delve into how traditional and social media can advocate for moderation and responsible drinking.
“With the power to influence millions, the media plays a crucial role in shaping societal norms, making its involvement in promoting responsible alcohol consumption more important than ever,” said Red Stripe’s Head of Corporate Affairs, Dianne Ashton-Smith.
The town hall meeting will be moderated by Dr Terri-Karelle Reid and will feature guest speaker, Government Senator Abka Fitz-Henley, a communication consultant and award-winning former media practitioner.
The event will also include a panel discussion with Deputy Chief Executive Officer of RJRGLEANER Communications Group, Dr Claire Grant; Head of Marketing for VertiCast Media Group, Andrew Brown; CEO and Creative Director of Engine Room Brand House, Tishan Lee; President of UTECH’s Students Union, Rick Darby, and Managing Director of Digital Danes, Carlyle Grant.
“Our company recognises the media’s profound influence in shaping perceptions and behaviours. With this expertly curated event, we aim to drive awareness and amplify our campaign message through media advocacy, encapsulated in the mantra ‘Low, Slow, No,’ which encourages mindful drinking choices.
“Low emphasises the importance of moderate drinking by promoting low-or-no-alcohol options. Slow advocates for the mindful consumption of alcohol, encouraging individuals to savour each sip and discouraging binge drinking while No reinforces that alcohol is for individuals of legal purchase age, prohibiting underage drinking, drinking and driving, and consumption during pregnancy,” said Ashton-Smith.
“This approach drives home the point that responsible drinking is a collective responsibility, necessitating media support to foster informed choices and societal norms conducive to moderation,” she added.
More than a year ago Red Stripe hosted its first town hall in partnership with the PSOJ as part of its larger “Drink & Live Responsibly” campaign.
Each staging has explored themes of responsible consumption from various perspectives including the entertainment sector, road safety, and mental health.