‘Responsibility Now!’ town hall spotlights media’s role in responsible drinking

Long motivated by a belief that both itself and the media play a vital role in fostering responsible drinking habits, manufacturing giant Red Stripe is set to host the next instalment of its ‘Responsibility Now!’ Town Hall Series this week.

The event, themed ‘Low, Slow, No: The Role of Media in Promoting Responsible Consumption’, is to delve into how both traditional and social media can advocate for moderation and responsible drinking.

Scheduled for June 18, the town hall will be held at the Red Stripe Vibes Sports Club in collaboration with the Private Sector Organisation of Jamaica (PSOJ).

“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 Head of Corporate Affairs, Dianne Ashton-Smith.

Moderated by Dr Terri-Karelle Reid, the ‘Responsibility Now!’ town hall meeting will feature as guest speaker, Senator Abka Fitz-Henley, communication consultant and award-winning former media practitioner. The event will also include a panel discussion with Dr Claire Grant, deputy chief executive officer of RJRGLEANER Communications Group; Head of Marketing for VertiCast Media Group, Andrew Brown; CEO and Creative Director of Engine Room Brand House, Tishan Lee; Rick Darby, president of University of Technology’s Students Union; 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. ‘No’ reinforces that alcohol is for individuals of legal purchase age, prohibiting underage drinking, drinking and driving, and consumption during pregnancy,” elaborated 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.”

More than a year ago, in June 2022, the company hosted its first town hall meeting 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. Since its inception, the series has become a vital platform for addressing and examining crucial yet often-overlooked messages.

The PSOJ and Red Stripe invite stakeholders and the public to join them in advancing this important dialogue on responsible consumption and enhancing community well-being.