Dear Editor,
In a nation where far too many are not proactive enough and information seeking is still not a norm, people’s consciousness can best be impacted by messages that are relayed to them on a constant basis. And this is where the media – all media – can play a priceless role.
The normative view of the media argues, (among other things) that the conduct of the media has to take into account the public interest, to include a variety of information disseminated to the public that fosters the avoidance of harm to individuals and the society. This social responsibility role is reinforced by the role of the media in a multi-sectoral process of information sharing about development agendas and planned actions, within the concept of development support communication. And given that a multi-sectoral approach has been identified as the vehicle for addressing social issues like suicide, alcoholism, violence, abuse, relationship and intimacy issues including teenage pregnancy, naturally the media have a central role to play. For make no mistake about it, human resources are the pivot of development and the actions of the media in ensuring the protection and safety of a nation’s human resources lead to a significant manifestation of social capital.
Against this background The Caribbean Voice, through its social activism program, Arise, is appealing to all sections of the Guyana media, in all parts of the country, to publish or broadcast at least one public service advertisement or announcement (PSA) daily or at least weekly. For the print media it does not have to be more than a quarter of a page and could even be less, especially if it is prominently displayed. For the broadcast media it does not have to be more than 30 seconds and could even be 15 seconds. Also all media that have an online presence can post a banner ad on their cover/index page. And, if needed, The Caribbean Voice is willing to provide the graphics for the print media and online versions, and voiceovers for the radio ad as well as the videos for the TV ad, although we are certain that local ad agencies would be more than willing to create such advertisements for free, as their contribution to the multi-sectoral campaign. Ads can focus not only on suicide but on related issues such as alcoholism, teenage pregnancy, domestic abuse and other forms of violence and so on.
With this concerted focus nationally, sooner or later the various messages would seep into the consciousness of readers, listeners and viewers and impact on their approach, even if in some small way, towards suicide and related issues. While by themselves, PSAs may not be a sufficient instrument for change, they certainly are a necessary component of the overall campaign to impact desired change.
Yours faithfully,
Norkah Carter
Devv-Ramdas Daniel
Judy Deveaux
Annan Boodram
