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Expert Highlights Critical Gaps as Awareness Grows Around ‘Get Smart About Credit Day’

The JN Foundation is urging Jamaicans to seek opportunities to raise their financial literacy and improve their money habits, especially around credit management.

The emphasis on credit management aligns with the broader goals of ‘Get Smart About Credit Day’, being observed on October 16 this year. The annual observance, launched in 2003 by the American Bankers Association Education Foundation, aims to promote responsible use of credit among young people and raise the level of financial education. This awareness will promote how informed financial decisions can lead to long-term stability. ‘Get Smart About Credit Day’ is celebrated on the third Thursday in October every year.

Rose Miller, financial education consultant with the JN Foundation, said the day is critical for Jamaica. She said many individuals and small businesses still struggle to understand how credit works, which contributes to the country’s overall low financial literacy rate. She stressed that this gap in knowledge often results in poor financial decisions and negative consequences.

“We want to ensure that the financial education of our nation is moving to another level,” she said. “We are still too far down on the financial literacy bar. We need to get the gauge up to a much higher level as our survival as families and as a nation depends on our ability to utilise not only credit but the other tools like budgeting, savings, investments and even insurance, to get to another place financially.”

Financial literacy in Jamaica has consistently been low. In 2015, the S&P Global Financial Literacy Survey’s report ‘Financial Literacy Around the World’ found that only 33 per cent of adult Jamaicans were financially literate. More recently, the 2022 ‘Financial Literacy Baseline Survey,’ conducted by the Bank of Jamaica (BOJ), revealed that the same proportion of youth aged 12–19 were financially literate, highlighting a persistent gap in financial knowledge across generations.

Mrs Miller said while the JN Foundation has been working to increase financial literacy among Jamaicans through initiatives such as the JN Financial Academy, collective effort, ongoing education and public awareness are key to narrowing the gap.

“You won’t see any impact if you just sit back and do nothing. You must take action. One of the things we also emphasise is to bring someone else along with you on the education journey – a

family member, a child, a spouse – so that as you increase your own knowledge, you also share it with those in your sphere. That’s how real progress happens,” she said.

As part of this year’s observance of ‘Get Smart About Credit Day’, the Foundation, through the JN Financial Academy, has organised a free Smarter Credit Day Workshop for October 16 to help individuals strengthen their credit habits and deepen their understanding of credit reports and scores. The workshop, which features presentations from two of Jamaica’s credit bureaus and personal testimonials from individuals successfully building and repairing their credit, was designed to empower participants with practical knowledge to achieve long-term financial stability.

Mrs Miller noted that the initiative builds on the JN Financial Academy’s Smarter Credit Course, which has successfully facilitated three cohorts to date.

“We designed the workshop so that participants leave with the knowledge they need to access and use credit in ways that benefit them, including an understanding of the five Cs of credit -character, capacity, capital, collateral and conditions – which collectively help to assess whether a borrower can use credit wisely and repay responsibly,” she said. “It’s all about empowerment and education because we want our Jamaican people to be really smart about their money,” she concluded.

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.

At 12 years old, Sutay Kameka, a bright and determined 2025 JN Foundation PEP Scholar, has her eyes firmly set on becoming a mathematician. Her love for numbers, combined with discipline and support from her mother, has already set her apart as one to watch.

The young scholar was among 14 students awarded scholarships by the JN Foundation after doing exceptionally well in the Primary Exit Profile (PEP). Sutay, who received the parish scholarship for St Thomas with an overall PEP score of 363.6, said the scholarship is a gift she describes as both exciting and life changing.

“I was very excited, to be honest. I was very thankful,” she said, her voice filled with both gratitude and determination.

The award will ease the financial strain on her mother while ensuring she has the resources to excel academically. “It will help my mom with, like, the books and stuff because I’m studying a lot of subjects… and it will help me pursue my dream of becoming a mathematician,” she explained.

Her results in the PEP examinations reflect her passion and natural talent. She scored an impressive 345 in mathematics, securing the Top in Math Award at her school. She also received top scores in social studies and the ability test, with a 97^th percentile ranking.

Her placement at Ardenne High School in St Andrew was no accident. She was drawn to the school for its reputation, environment, and the fact that her close friend is already enrolled there. “Honestly, I like it there, and my close friend goes there… I was fascinated with the school’s motto ‘With God as guide, seek the best’,” she said.

Like many children preparing for PEP, she admitted the workload was her biggest challenge. “There’s too much to study,” she laughed, before quickly offering advice to students preparing for next year’s exams. “Just focus. Relax your brain and focus while the teacher is teaching.”

Her mother, Kemisha Ferron, a firefighter who raised her daughter on her own, shared how much this achievement means for their small family. “It has been an uphill struggle, but I ensure that her educational needs are met.”

For her, the scholarship is more than financial support; it is recognition of her daughter’s determination. “I know for sure it will mark her, as it rewards her hard work. She will have something to look back at and say, ‘Yes man, this is why I have to keep going.’ It will make a tremendous, positive change knowing that others see her, not just me as her mom,” she said proudly.

Ms Ferron recalled her daughter’s early promise, starting school at just one year and seven months at Aunty Pauline Childcare Centre. Since then, she has consistently excelled, always topping her class, becoming head girl at Yallahs Primary, and even competing in reading competitions with the Jamaica Library Service, where she placed second. “She’s the student that doesn’t back down from any challenge,” her mother said. “Up until today, I’ve not seen her lose that zeal.”

Outside the classroom, the young scholar enjoys crocheting, netball, and volleyball. A self-taught crocheter, she often turns to the internet to improve her craft. “It’s entertaining and relaxing,” she explained.

While most children her age may still be exploring what they want to do, she is already firm about her path. “I love maths, and I’ve always had a passion for it. I realised when I was younger, I used to always have high grades in maths, and I used to always love it. So, I just wanted to become a mathematician to pursue my dream.”

For her mother, education is the foundation of opportunity and character. “It starts from the get-go, from when the child can hold a pencil. Education paves the way for them to see a better life,” she said.

According toClaudine Allen, General Manager of the JN Foundation, supporting young achievers like Sutay is central to their mission. “We believe that every child, regardless of background, deserves the opportunity to pursue their dreams. This scholarship is not just about easing financial burdens—it’s about empowering students to excel and inspiring them to reach their full potential,” she said.

Since its launch in 1983, the JN Scholarship Programme has provided financial support to hundreds of students, enabling them 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.”

 Over 400 residents now benefit from vital services

The Goshen Postal Agency in St Elizabeth is once again serving the community after a dedicated team of residents, spearheaded by the Goshen Community Development Committee (CDC), successfully restored the facility, which was damaged by Hurricane Beryl.

The category four hurricane, which wreaked havoc in the southern parts of the island last year, severely damaged the roof of the postal agency, forcing its closure and the relocation of its operations to the Pepper and Santa Cruz post offices.

The restoration, completed and officially reopened on July 7, has brought back vital services to the rural St Elizabeth community, particularly for the nearly 400 beneficiaries of the Government’s Programme of Advancement Through Health and Education (PATH), who rely on the postal agency for the distribution of their benefits.

“Everybody’s excited. A lot of people didn’t know it would happen,” said Desmond Williams, president of both the Goshen CDC and the Santa Cruz JN Circle. “But I had confidence in my team. We knew we had to get our PA (postal agency) back on track.”

Mr Williams explained that the Goshen CDC played a central role in galvanising the community around the restoration effort. Through regular meetings and outreach, residents at home and abroad were mobilised to contribute resources and volunteer their time.

But the journey was not without challenges.

“Getting donations was very, very slow,” Mr Williams admitted. “It was difficult getting people on board at first, but we persevered.”

Support eventually came from all corners. “We received assistance from the JN Foundation, which gave us furniture for the building and monetary support,” Williams said. The Rural Agricultural Development Authority (RADA) also lent support, and several individuals in the diaspora contributed.

“One dollar from each person went a long way,” Mr. Williams said, adding that even those without financial means found ways to help.

Hyacinth Greaves, a resident of Goshen for more than 20 years, was ecstatic about the reopening.

“It is a tremendous relief. We missed it (the postal agency) a lot. It was difficult going up to Pepper, and now that our own postal agency is open, we are delighted with the help that we received. It is absolutely beautiful,” she said.

The restored postal agency is more than a building; it’s a symbol of resilience and unity, Mr Williams emphasised.

“This project shows the power of oneness. It proves that when community groups come together, outside of the norm, anything is possible,” he said.

Mr Williams expressed deep gratitude to every individual and organisation that contributed, noting that while JN Foundation and RADA were the only formal groups involved, the majority of the work came from the people of Goshen and their extended community abroad.

“I can’t say enough how grateful I am. I passed by the building just now and said to myself, ‘It really happened,’” he said.

With the Goshen postal agency now fully operational, residents no longer have to travel long distances to access postal services or PATH distributions, and the community has a renewed sense of purpose and pride.

Hakeem Atkinson, Member Relations supervisor at the Jamaica National Group, praised the community’s initiative.

“We were deeply moved by the determination of the Goshen CDC to restore such an important institution,” he said. “Its projects like these that demonstrate the power of people working together for the common good. We are proud to have played a part in this community-led success story.”

Recognising the importance of the communal space for the community, Mr Atkinson said that the JN Group, through the JN Foundation, launched the ‘I Support Jamaica Fund’ shortly after the passage of the hurricane to help with its restoration and strengthen the community in the aftermath of the hurricane.

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.