Author Archives: JN Foundation

As survivors rebuild following last week’s landfall of Hurricane Melissa, more than 250 volunteers galvanized by St John’s Ambulance Jamaica and the JN Foundation brought first aid care to nearly 800 residents of the worst affected areas in St Elizabeth and Westmoreland over the weekend. The Jamaica Automobile Association, a JN Group member company, which transported the volunteers, also provided residents with hours of Wi-Fi internet via a Starlink connection, as communities remain without power and internet services.

Volunteers and qualified first aid responders and trainers treated several elderly Jamaicans with chronic ailments who lost prescribed medication during the catastrophic hurricane, and other people, mainly men, who have been unable to seek medical treatment for injuries sustained during the storm. Several roads remain impassible in the parishes and hospitals and healthcare facilities in the region have been damaged and stretched beyond capacity.

Vincent Wilson, an elderly resident of Barton Wharf in Lacovia, St Elizabeth, was among those who was seen by the team. Mr Wilson, who lives alone, was rescued by his neighbour Nicholas Morgan and his wife as the violent hurricane winds ravaged Mr Wilson’s home constructed of mainly board.

“When we go over there, he was trapped in a closet… Him go under there (the wardrobe/ closet) to look shelter, but the house tumble down and [trap him],” Mr Morgan explained to a group of volunteers from the JN Group.

Mr Morgan, his wife and son, recognised the emergency while trying to save their chickens and responded immediately by cutting the fence bordering the two properties to rescue the elderly man. They called but heard nothing at first, and with no response, they were about to leave when they heard rumbling in the dismantled structure. They struggled to pull his tall, lanky frame from the wardrobe.

“He barely could walk because him cramp, but we shoulder him until we get him [across],” Mr Morgan explained. Mr Wilson, thankful for life, is currently staying with the Morgans, but the diabetic’s blood pressure and ‘sugar’ medications were lost in the storm.

Others, mostly men, seen by volunteers, continued to labour, fixing the roofs of their homes, family members and neighbours, despite being in pain themselves.

Ramorio Solomon from Rice Piece fell while driving his motorcycle just a day prior to the volunteers’ visit. Blotches, commonly known as ‘cherries’, were visible on his left arm and right leg. With no access to a medical facility, only hydrogen peroxide was available to dress the wounds.  Romeo Wright, son-in-law of the elderly Meleta Harris, who also lost most of her medication for high blood pressure, diabetes, kidney and heart condition, fell as he carried her from her home during the storm after the roof of her home blew off. He fell face down, injuring his chest.

“The first me a feel them pain here from me on Earth,” he told JN volunteers pointing across his chest, while, at the same time, still assisting other men to re-roof his mother-in-law’s home.

Meanwhile Norris Campbell’s left index finger was badly injured by a door slammed shut by the heavy winds. He too had nothing but hydrogen peroxide to apply to the severe wound that nearly severed his finger. Despite his injury, the elderly man pressed on to help neighbours remove fallen trees from their yard after the storm, which left his other hand swollen.

Duane Ellis, chief executive officer of the more than 100-year-old first-aid response and training organisation, St John Ambulance, commended the tremendous outpouring of response by volunteers from various groups, including JN Group employees, Kiwanis International, youth groups, as well as students from the University of Technology, Jamaica and The University of the West Indies, Mona. The volunteers’ main mission was to gather information on the needs and conditions of people in severely affected areas and recommend those in need for medical assistance to the ambulances staffed by qualified medical professionals.

“The response by volunteers was overwhelming, and because of that we have been able to conduct a very good information gathering on the needs in these communities, in respect of both the medical and welfare needs, so that targeted assistance can be provided in coordination with the Ministry of Health and Wellness and other agencies,” he said. The data will be used to provide ongoing support as the state and partners work to return normalcy to the communities.

Earl Jarrett, chairman of St John Ambulance and CEO of the JN Group, urged the preservation of survivors’ dignity during the recovery process. “Be empathetic. What you are doing is beyond what is expected,” he reminded volunteers.     

Photo Caption: Deandré Fowler, a first form student at Hampton School

With an insatiable appetite for reading, 12-year-old Deandré Fowler, a first-form student at Hampton School in St Elizabeth, would spend her holidays at the parish library in Black River, immersing herself in books, particularly mysteries, that ignite her imagination.

“She’s always reading,” said Jeneive Weathers, Deandré’s Grade Six teacher at the Black River Primary and Infant School.  “She read all the books in her class and would go to the other classes, borrow the books from the teachers and read them,” she related adding that Deandré would lament that the children were not reading the books.

Deandré’s stepfather, Maurice Mullings, a fixed asset officer at the Black River Hospital and an avid reader himself, shared that he and Deandré’s mother were intentional about nurturing her love for books from an early age.

“I’ve always encouraged her to read.  She always sees me reading. I’ve always told her that being well read will help her in every aspect of life.  There’s this 10-book series that I’m trying to get her to read by Steve Erickson.  Each book is around 1000 pages.  I’ve gone as far as getting apps on her phone where I can download ebooks for her to read,” he said.

“She has been with me since she was two years old and she has really been exceptionally bright.  She was reading long before her peers.  Her mother did a lot of work where that is concerned.  She had to be held back in grades because of her age.”

Mr Mullings is confident that Deandré’s commitment to reading laid the foundation for her academic success. That dedication bore fruit when she emerged as the overall top student in the Primary Exit Profile (PEP) at her former school, achieving a placement score of 382.7. Her outstanding performance earned her a five-year scholarship from the JN Foundation and she was named the 2025 JN Foundation Parish Scholar for St Elizabeth.

Deandré is pleased that her hard work has been paid off with a scholarship award.  She recalled that she was talking with a friend on the phone when her mother broke the news to her. She was initially in disbelief.

“I kept asking her, ‘are you sure?’ and I hugged her and started jumping.  I was very happy,” she said adding that she immediately called her stepfather to relay the good news.

A total of 37 students were awarded five-year scholarships by the JN Foundation Fourteen recipients are parish scholars; three, JN Bank Easi-Save County scholars; and, 20 are children of JN Group employees who gained the Building Excellence and Achieving More Success (BEAMS) scholarship for attaining a placement score of at least 320. An additional 10 students were presented with one-time grants by JN Money Services.

Deandré’s mother, Dacia Foskin, a cashier supervisor at Intown Supercentre in Black River, was at work when she received the email advising her of the  scholarship award. Overwhelmed with joy, she could not contain her excitement.

“I just lost myself, for I was so happy. I started running up and down and screaming. I was so excited,” she recalled, adding that given Deandré’s stellar PEP performance, she had been hopeful a scholarship would come her way.

The scholarship award was no surprise to Deandré’s grade six teacher, who encouraged Deandré’s mother to apply for scholarships.

“I know she would have gotten it. Deandré was an excellent student.  She doesn’t work on any haste.  She takes her time and makes sure that her answers are ok.  When she comes to me, everything is ok and there’s no correction. She was one of the best students that I have ever had,” said Ms Weathers.

Deandré related that she prepared for PEP by attending extra classes at school Mondays to Thursdays and for four hours on Saturdays. She always ensured that homework is done, she read over her notes and sought help from her teacher when she didn’t understand something.  She also practised with worksheets she accessed online and went through past papers.

Now settled into her new school, Deandré has adjusted with ease and is already looking forward to exploring new opportunities beyond the classroom. She is eager to join several clubs, including Key Club and the Journalism Club, while also considering activities such as chess, photography, and even crochet.

She provides advice to other children preparing for PEP so they can achieve similar success as her.

“Set goals. Never be discouraged and try your best to achieve those goals,” she said.

A middle child, Deandré has two sisters.  She is indecisive about her career path but is leaning towards become a doctor.

Since the inception of the JN Scholarship Programme in 1983, close to 1,000 students have benefitted from financial assistance to pursue their secondary education.

For 12-year-old Kiyana Hayles, receiving a JN Foundation Scholarship was both a surprise and a source of immense pride. The St Mary native, now a first-form student at St Hilda’s Diocesan High School, admitted she had almost given up hope of being chosen.

“I didn’t think that I would get it,” she said explaining that a period of time had passed since her mother submitted the application hence, she doubted that she was selected.

She recalled being in her room when her mother delivered the news to her and the sense of accomplishment she experienced.

“I was happy. It makes me feel excited and proud of myself, because I know that most persons when they apply for scholarships, they don’t get it,” she shared.

The scholarship, which will provide support for five years, was equally welcome news for her mother, Dawn Martin, who operates a food café in Galina, St Mary.

“I am so elated, I’m so grateful because sometimes it’s really hard so that will come in really handy,” she said adding that based on her daughter’s performance in the PEP, she knew she stood a good chance of getting the scholarship.  She related that it was a cousin of hers who shared the scholarship applications details with her and encouraged her to apply.

In addition to the scholarship award to Kiyana, the JN Foundation awarded five-year scholarships to 36 other students. Fourteen recipients are parish scholars; three, JN Bank Easi-Save County scholars; and 20 are children of JN Group employees who gained the Building Excellence and Achieving More Success (BEAMS) scholarship for attaining a placement score of at least 320. An additional 10 students were presented with one-time grants by JN Money Services.

With 603 applications received online this year, the JN Foundation Scholarship remains one of the most competitive awards. The students and/or their parents are required to be a JN member, customer, or client of The Jamaica National Group for at least one year to be eligible for the scholarship award.

Kiyana’s teacher, Shurdan Anderson, said she had expected Kiyana’s scholarship and that Kiyana had always been an outstanding student.

“From grade one right up to grade six, she is always first place. Words cannot explain how proud I am of her,” Ms Anderson disclosed.  “She was someone who you could depend on. Homework, projects, assignments, and academic work were always done.”

Ms Anderson also pointed out that she was confident that Kiyana would have done well in the PEP that when Kiyana’s mother was in the process of choosing schools, she and another teacher encouraged her to select St Hilda’s.

Academically, Kiyana has always been a standout. A former head girl, she emerged the overall top performer in PEP and earned the Principal’s Award.  She was also the valedictorian of her graduating class.

She attributes her academic success to discipline and preparation. Her advice to students preparing for the Primary Exit Profile (PEP) exams is simple but impactful.

“Make sure you focus in school; take proper notes, study when you get home, and don’t use your devices often because they can be a distraction.”

Kiyana has quickly adapted to her new environment. She particularly admires her teachers and appreciates the discipline at the school. Although not yet a member of a club, she hopes to join the 4-H and Art Clubs, driven by her budding passion for drawing.

Her daily routine, however, is not without sacrifice. Every morning, she rises at 4:00 a.m. to prepare for her journey, which involves taking two buses to get to school. Despite the early start, Kiyana remains enthusiastic.

“Sometimes I feel tired, but it doesn’t last. I look forward to school,” she said.

Outside of schoolwork, Kiyana enjoys reading and drawing. She often receives books as gifts especially from her aunt and sometimes reads online. A voracious reader, she sometimes goes through books twice a day, underscoring her love for stories of all genres.

Looking to the future, Kiyana has set her sights on medicine, aspiring to become a paediatrician.

“I would like to help children,” she said, noting that she would be the first doctor in her family. Guided by the Bible scripture in Philippians 4:13, “I can do all things through Christ who strengthens me,” Kiyana believes that determination will carry her toward her dream.

Since the inception of the JN Scholarship Programme in 1983, close to 1,000 students have benefitted from financial assistance to pursue their secondary education.

St Thomas Seniors Graduate from Computer Training Programme

There was excitement at the normally quiet St Thomas Parish Library as seven proud seniors received certificates of completion of a computer training programme, which was designed for them.

Their smiles, laughter, and sense of accomplishment told a story bigger than technology, it was about accomplishment, resilience, growth, and the joy of lifelong learning.

Among them was 73-year-old Constance Worrell, who now proudly displays her certificate in her living room as a reminder that “age should never hold you back.”

“When I started the programme, I was excited, not nervous,” Ms Worrell shared. “I wanted to refresh my memory, catch up with technology, and be in the know. Things have changed so much since I was working, and I didn’t want to be left behind.”

Like her fellow graduates, Ms Worrell entered the training with curiosity and determination. Over several weeks, the seniors tackled everything from basic computer operations and email management, to typing, file organisation, and even using WhatsApp.

For some, the simplest tasks, such as cutting and pasting text, were milestones. For others like Miss Worrell, inserting pictures into a document was the toughest challenge. “But I was determined,” she laughed. “With trial and error, I got it.”

That determination, coupled with the support of staff and peers, kept the seniors motivated. “The instructors made us feel so comfortable,” Ms Worrell said. “We had fun while learning. Everybody was jovial, and at no time did you feel inadequate.”

The Jamaica Library Service (JLS), which spearheaded the initiative, which was made possible through the donation of computers by the JN Foundation and the JN Circle, was intentional about creating a supportive and engaging environment.

“The seniors had dedicated staff members, hands-on practice, and strong peer support that kept them motivated and engaged,” explained Shana-Lee Coley-Smith, librarian at the St Thomas Parish Library.

“They were elated to graduate, and many expressed a desire for even more training.”

Norman Hinds, president of the JN Circle Morant Bay chapter which identified the need and coordinated the donation of the computers, expressed delight that the community was not only benefiting from the donation, but that the gift was resonating in various ways.

“We were happy to support this initiative because technology should not leave anyone behind, especially our seniors. By equipping them with both the tools and the training, weare not just empowering individuals but strengthening families and communities as well. As now the seniors can use the technology to keep in-touch with their families and friends,” he said.

The JN Circle is a global network of JN members and customers who leverage the JN Group’s resources to serve as advocates and community change agents. With 17 chapters spanning all 14 parishes and active groups in Toronto, Canada, and London, England, the JN Circle continues to make meaningful contributions to community development.

Beyond the skills learned, the social aspect of the programme stood out for participants. Seniors from different clubs and communities came together, building new friendships and enjoying the camaraderie of group learning.

“It helped us to socialise and get to know each other,” Ms Worrell noted. “We encouraged one another, and it made the learning more enjoyable.”

The impact is already evident in their daily lives. Graduates reported feeling more confident browsing the internet, managing emails, creating documents, and using messaging apps to stay connected with loved ones. For Ms Worrell, that meant sending her children in the United Kingdom a photo of her certificate, a moment that filled them with pride.

Still, she and her classmates are eager for more. Having had their first taste of digital empowerment, they want to keep going. “I’m not 100 per cent there yet, but it has helped me an awful lot,” Ms Worrell admitted. She looks forward to applying her skills to committee work once her tablet is back in service.

For the Jamaica Library Service, the success of this cohort underscores the importance of investing in vulnerable groups. “When seniors gain confidence and independence through technology, the entire community benefits,” said Mrs Coley-Smith. “It strengthens connections, reduces isolation, and empowers them to remain active participants in society.”

And if there’s one message that Ms Worrel wants to leave with other seniors, it is don’t let age stand in the way. “We don’t do age in my senior citizens’ group,” she said firmly. “You are as old as you feel. Don’t lock yourself away in the house, try new things, even if it’s just once. And don’t just mix with your age group; younger generations will lift your spirits.”

For these seven seniors, graduation was more than the end of a course, it was the beginning of a new chapter. With certificates in hand and confidence in their stride, they are proof that it’s never too late to learn, to connect, and to grow.

“I feel wonderful,” Ms Worrell said with a smile that mirrored the sentiments of her classmates. “This programme has shown us all that age should never hold you back.”

Shanoy Harris Coombs, communications strategist and branding expert, delivered an engaging presentation to over 70 young participants of the JN Financial Academy Summer Camp, aged 12 to 18 years old , encouraging them to embrace their personal stories and cultural heritage as vital tools for building globally relevant brands.

The virtual summer camp, now in its fourth year, was hosted by the JN Foundation from July 28 to 30 under the theme “Building the Future Business Mogul: Diversifying Income for Wealth Creation.” The programme aimed to expose youth to entrepreneurial thinking, financial literacy, and personal development through interactive workshops and inspiring stories shared by accomplished Jamaicans.

Speaking on the topic, “Global Goals, Local Roots: Branding with Culture for Global Success,” Mrs Harris Coombs shared her personal journey from being a shy primary school student to becoming a confident communications professional, illustrating how every stage of her life contributed to shaping her personal and professional brand.

“I was that chatty child who always ended up on stage for every poem and scripture reading, but when the time came to perform, I would freeze,” she recalled. “The turning point came after a particularly embarrassing moment as valedictorian, where I was unable to deliver my valedictory speech due to stage fright. I decided I had to change.”

Through debating in high school and studying social marketing as a specialisation under the Media and Communication Programme at university, Mrs Harris Coombs developed confidence and an understanding of how communication can be used for positive change. Her career path has since taken her through media, advertising, government, and international development, including working with the United Nations, regional and governmental organisations.

Each experience, she explained, added a layer to her brand: “Now if someone asks me to describe my brand, I say I am confident, inclusive, and passionate about using communication for good.”

Mrs Harris Coombs, who is also the chief executive officer of Infinity Integrated Communications Limited, emphasised that branding is not limited to businesses but is just as important for individuals.

“Your personal brand is the image others have of you when you are not in the room,” she explained. “It includes your values, how you present yourself, and how consistently you show up, both online and offline.”

Participants were encouraged to reflect on their reputations and aspirations as they explored branding fundamentals.  Using familiar brand logos and real-life scenarios, she stressed that personal branding is an intentional process that can begin at any age.

“Even as young as you are now, you’re building a brand. It’s in how you treat people, how you show up, and what you stand for,” she said.

Mrs Harris Coombs pointed out to campers, “Global success is possible, but your roots, your culture, and your authentic self are your strongest assets. Own them.”

Photo Caption: Marlon Fletcher(left), lead, community engagement, National Helmet Wearing Coalition and president of the Jamaica Motorcyclist Association, presents an appreciation gift to Dr Lovette Byfield, a public health specialist, consultant, and social and behaviour change expert, who participated in a panel discussion that explored storytelling as an effective strategy to drive advocacy inclusion and behaviour change. The occasion was the Heads-Up Regional Think Tank Forum on motorcycle helmet safety held at the AC Hotel in Kingston recently.

Harnessing the power of storytelling to influence behaviour and encourage greater compliance with helmet wearing was a key focus of the Heads-Up Regional Think Tank on motorcycle helmet safety.

The Think Tank, held at the AC Hotel in New Kingston recently, aimed to identify opportunities for regional collaboration on efforts that reduce motorcycle fatalities and increase helmet wearing in Jamaica and the wider Caribbean and Latin America through strategic advocacy and behaviour change.

The session was organised by the JN Foundation through the National Helmet Wearing Coalition, in collaboration with the FIA Foundation, and the National Road Safety Council, brought together regional experts, policymakers, road safety advocates, motorcycle drivers and communication professionals to explore solutions to the growing crisis of motorcycle-related injuries and fatalities.

Dr Lovette Byfield, a public health specialist, consultant, and social and behaviour change expert, in a panel discussion, noted that achieving meaningful behaviour change is a complex undertaking that requires a range of interventions, with storytelling serving as a powerful and effective approach.

“It is a process that aims to change social conditions and individual behaviours, [including] the condition that facilitates the behaviour,” she said.

Highlighting the role of storytelling in advocacy and behaviour change, Dr Byfield emphasised the power of testimonials as a key tool. She pointed to the impact of storytelling in the success of a 2008 HIV/STI programme, which effectively used personal stories to address the high levels of stigma and discrimination faced by people living with HIV.

Dr Byfield underscored that lessons from other countries also showed there were positive outcomes when individuals publicly shared their experiences living with HIV but stressed that extensive preparatory work was essential before crafting and delivering such messages.

“We had to prepare the storyteller, get a good sense as to what exactly this would mean to be out there telling your story in an environment where there was such stigma and discrimination, so we provided psychosocial support,” she related.

Stressing the long-term impact of strategic storytelling and public engagement, Dr Byfield pointed out that after nine years following the start of the programme, the Knowledge, Attitude, Practice, and Behaviour (KAPB) survey in 2017 revealed a notable shift toward more accepting attitudes towards people living with HIV.

“It was 28.9 per cent in 2008 and it shifted to 32.4 per cent,” she said, acknowledging that there were other contributory factors that also helped to improve the outcome.

Dr Byfield also noted the importance of strategic planning in the storytelling process.

“We have to ensure alignment of message and messenger for consistency and credibility.  Whoever it is that’s taking the message, we have to strive to ensure that the lifestyle matches as best as possible. We could have some challenges if we have a fall out in that area.  We have to ensure that advocacy for policy change to improve access, resources and the structural changes to create an enabling environment goes along with the storytelling.”

Also supporting the storytelling perspective was Kate Turner, media and advocacy manager at the FIA Foundation, who highlighted the global impact of strategic storytelling in shifting mindsets and garnering public support for safer roads.

She recommended that stories should be refined into a single, compelling sentence or headline to effectively convey the message to strengthen advocacy efforts.

“Explain why something is happening, talk about solutions, talk about the thing that you want to change and talk to the lay person. Try and work out if what you’re telling them makes sense, [if it] makes them want to change something, and if it doesn’t, start again,” she said.

She further advised that advocates should tailor their stories to their audience, emphasising the importance of knowing the narrative structure, grounding it in human experiences supported by data, and ensuring the call to action is clear and compelling.

Also participating in the panel discussion were Christopher Atkinson, member of the National Helmet Wearing Coalition, and Selwyn Richard Persaud, director and secretary general, Trinidad & Tobago Automobile Association.

The panel was one of five that provided a platform for dynamic dialogue and policy-orientated solutions to address helmet usage and enforcement. The other panels addressed regional perspectives on helmet use; legislative and regulatory gaps towards regional policy solutions; social and economic impact of motorcycle crashes and fatalities as a barrier to development; and best practices and solutions creating safer motorcycle drivers.

Mental health expert, Dr Marlon Simpson is calling for urgent attention to the mental well-being of Jamaican men, highlighting the critical need for safe spaces, stigma reduction, and greater understanding of burnout and how males express their emotions.

Speaking during a recent JN Circle meeting, the consultant psychiatrist, attached to the Bellevue Hospital, painted a sobering picture of the mental health challenges facing men in Jamaica. He revealed that the male wards at the country’s leading psychiatric facility are often filled to capacity, with three male wards for every female one, a stark indicator of the disproportionate mental health burden borne by men.

“A lot of the men who come in say the first time they actually felt heard was when they came to the hospital,” the consultant shared. “Many of them had no avenue to talk; no one was listening, and no one provided support.”

Mr Simpson was addressing members of the JN Circle Corporate Chapter on the topic ‘Men’s Mental Health, Continuing the Conversation’, which was held in observation of Men’s Mental Health Month, which was observed in June.

He noted that the methods men use when facing mental health crises are often more drastic, reflecting a deep sense of hopelessness and a reluctance to ask for help. “It’s not just about stress,” he said. “It’s about feeling like there’s no point in trying anymore. That’s why burnout can be a gateway to more serious mental health conditions, including depression, anxiety, and even suicide.”

He described burnout as more than just tiredness. “It’s a chronic emotional state, a sense that you’re not accomplishing anything of value and even what you have done doesn’t matter. It can lead to a breakdown in physical, social, and emotional functioning.”

Burnout symptoms include irritability, emotional detachment, insomnia, physical pain with no medical explanation, and withdrawal from family and friends. In men, this often presents as aggression, absenteeism, or substance abuse, sometimes involving dangerous combinations of drugs including marijuana, alcohol, Molly (ecstasy), and even embalming fluid (formaldehyde).

Cultural norms were identified as a major barrier to men seeking help. “In our society, when a man says he needs help, the reaction is often one of mockery or dismissal,” Mr Simpson said. “We have to unlearn that. Men internalise a lot, and it builds up like a pressure cooker until there’s an explosion, not always outward, but inward, leading to breakdowns, mental illness or worse.”

The speaker recounted the case of ‘James’, a male manager who became increasingly irritable, aggressive, and withdrawn. Initially resistant to therapy, James later admitted how much he needed space to talk. “Now he’s the one scheduling sessions and asking for more,” the consultant said. “It shows how powerful support and safe spaces can be.”

Importantly, he emphasised that the workplace has a role to play. He said at Bellevue Hospital, members of staff can now request mental health days, flexible work arrangements are encouraged, and managers are being trained to recognise signs of burnout without penalising affected employees.

“Support in the workplace should go beyond referring someone to a company therapist,” he added. “It includes helping employees find external, confidential support they can trust.”

He also recommended changing how we frame mental health conversations. “Instead of saying, ‘Go get help,’ we should say, ‘Let’s talk to someone who can help us understand what’s going on.’”

He ended the presentation with a powerful call to action: “Take off the mask. To thine own self be true. Talking, even just a little, can make all the difference. But we need judgement-free zones where people feel safe enough to do that.”

With men still under-represented among therapists in Jamaica and cultural stigma remaining strong, the expert called on Jamaicans to change the narrative, one conversation at a time.

“Burnout is real. The silence around men’s mental health must end,” he concluded. “Listening can save lives.”

The JN Circle is a global network of JN members and customers who leverage the JN Group’s resources to serve as advocates and community change agents. With 17 chapters spanning all 14 parishes and active groups in Toronto, Canada, and London, England, the JN Circle continues to make meaningful contributions to community development.

Photo Caption: Christopher Atkinson (right), a member of the National Helmet Wearing Coalition, in discussion with Claudine Allen (left), general manager, JN Foundation; and Frank Fotia, president of the FIA Region 3, during the Heads-Up Regional Think Tank on motorcycle helmet safety held at the AC Hotel in Kingston recently.

Christopher Atkinson, a member of the National Helmet Wearing Coalition, is urging stakeholders to leverage the power of personal stories to advance road safety and promote helmet use. Speaking during a panel discussion at the Heads Up Regional Think Tank on motorcycle helmet safety, held at the AC Hotel in New Kingston recently, he underscored the emotional impact of real-life experiences in driving meaningful behaviour change.

He was addressing regional experts, policymakers, road safety advocates, motorcycle drivers, and communication professionals who gathered to explore solutions to the growing crisis of motorcycle-related injuries and fatalities across Jamaica, the Caribbean, and Latin America. The two-day event was hosted by the National Helmet Wearing Coalition, a project of the JN Foundation in collaboration with the National Road Safety Council, funded by the FIA Foundation.

“Motorcycle safety is personal not just procedural. We talk a lot about data, accident rates, helmet usage, traffic laws, but what truly shifts behaviour is emotion. People rarely remember statistics, but they do remember stories, stories that feel real, reflect their lives and make them think that could be me,” he said.

Mr Atkinson noted that although education and enforcement are essential to promoting road safety, they are not sufficient on their own to drive meaningful changes in behaviour and attitudes.

“What we’re missing is emotion because emotion moves people.  When we tell real stories about real riders, people pay attention. When a biker shares how he got hit and how a helmet saved him, that sticks.  When a mother explains why she made her teenage son wear a helmet every single day, that inspires. The goal is not to scare people but to connect and once that connection is made, they begin to believe in the whys behind the rules,” he emphasised.

“Campaigns that change habits are the ones that show real riders, not models, talking about close calls, their regrets, their good choices, and their bad choices despite pressure. Effective road safety storytelling isn’t created in the boardroom, it comes from the streets, those who are directly or indirectly pounding the pavement on a regular basis. We have to work with communities to build better safety narratives.”

Mr Atkinson encouraged advocates to adopt a more inclusive and community-based approach to storytelling. He recommended hosting story circles or rider forums to gather real experiences that can drive meaningful change and emphasised the importance of including diverse voices such as women riders, delivery bikers, and rural motorcyclists who each bring unique perspectives. He also stressed the value of authenticity by using real people in familiar settings to build trust, and urged collaboration with local influencers, including community leaders, riding groups, and mechanics, who often have greater impact than traditional advertising.

He further highlighted that one common mistake in safety campaigns is portraying danger without acknowledging the dignity of those affected, cautioning that messaging should respect and reflect the lived experiences and resilience of riders.

“Riders aren’t just victims, they’re resilient, resourceful, and proud.  We need to start reflecting that.  When a campaign shows a delivery rider who wears a helmet because he wants to be there for his children or a young woman biker proudly navigating the city traffic because she believes in her right to mobility, that’s powerful, that’s behaviour change with dignity.”

“We need stories that uplift not just serve as cautionary tales we need stories that show the pride in putting on a helmet, the honour in riding responsibly, the love behind slowing down so you can come home safe.  We need stories that show that in every corner of every city or village safety is an act of resilience and resilience is something to celebrate not just survive,” he said.

Also participating in the panel discussion were Dr Lovette Byfield, a public health specialist, consultant, and social and behaviour change expert; Kate Turner, media and advocacy manager at the FIA Foundation; and Selwyn Richard Persaud, director and secretary general, Trinidad & Tobago Automobile Association.

The panel was one of five that provided a platform for dynamic dialogue and policy-orientated solutions to address helmet usage and enforcement. The other panels addressed regional perspectives on helmet use; legislative and regulatory gaps towards regional policy solutions; social and economic impact of motorcycle crashes and fatalities as a barrier to development; and best practices and solutions creating safer motorcycle drivers.