In response to the catastrophic impact of Hurricane Melissa, a coalition of Jamaica’s foremost creative talents has launched a unified public service initiative to bolster national recovery efforts throughout the holiday season and into the new year. The collaborative campaign, orchestrated by Social Impact Media (a division of Bissoon Production Limited) alongside GDFILMS Production Company Ltd, represents a strategic mobilization of cultural influence to foster collective responsibility and hope following the Category 5 storm’s devastation.
The production brings together an unprecedented assembly of thirteen influential figures from entertainment, media, and advocacy sectors. Participants include multi-platinum international artist OMI, social media entrepreneur Chiney K, vegan restaurateur Kamilia McDonald, television host Neville Bell, OD, and former Miss World Yendi Phillipps. The diverse coalition also features comedian Christopher ‘Johnny’ Daley, sign language interpreter Toni Aikens, women’s advocate Cortia Bingham, comedian Ity Ellis, gospel artist Kevin Downswell, public-speaking coach Krystal Tomlinson, and reggae artist Kumar—all united under the executive production of Debbie Bissoon.
According to Bissoon, the project emerged from spontaneous collaboration among creatives already engaged in relief efforts across affected parishes. ‘We recorded over two days with an energy of togetherness throughout,’ she noted. ‘These amazing folks were already doing their part and were more than happy to join the mission.’ The production received immediate support from cinematographer Garreth M. Daley of GDFILMS and Phase 3 Productions, building on previous successful collaborations including the ‘No Violence in Love’ domestic awareness campaign.
The technical execution involved editor Micheal Burbridge of Maleless films, makeup artists Charissa Zoe and Trish McDonald, reflecting what Bissoon describes as utilizing ‘our strengths for social impact.’ Cinematographer Daley emphasized the project’s core objective: ‘Our goal was to create something that connected. The PSA calls on the support and resilience of the Jamaican people as we move forward together.’
The initiative aims to maintain public engagement with recovery efforts through strategic messaging that transcends traditional disaster response timelines. By leveraging the credibility and reach of trusted cultural figures, the campaign seeks to inspire sustained participation in rebuilding processes while reinforcing national identity and solidarity both within Jamaica and across the global diaspora.