MTV’s Caribbean, sister company - Tempo - launches social campaign
Tempo – the one-year-old Caribbean channel and sister company of MTV – must be commended for its new campaign, “One love: Badness Outta Style”, which aims to openly explore ways to prevent violence in communities, schools and neighborhoods across the Caribbean.
According to a Tempo release:
“The campaign will kick off with a series of celebrity public service announcements (PSA’s), featuring Trinidad artists Mr. King, Bunji Garlin, KES, King David, Machel Montano and Ziggy Rankin. In Trinidad, Tempo is partnering with the YMCA and Advanced Dynamics to engage at-risk youth to create their own Public Service Announcements (PSA’s) to boost community awareness, offering steps toward reducing victimization. The PSA’s will be broadcast on Tempo and online at gottempo.com.
The campaign’s title “Badness Outta Style,” was inspired by the lyrics from the song “Boderline,” written by Mr. King. Mr. King, one of Trinidad’s top reggae artists, has generously lent his song to the campaign. “This movement is exactly what I had in mind when I wrote this song. I wanted to reach out to youth all over the Caribbean to address the problems of war and violence. Tempo is the perfect medium to get the message out” said Mr. King…
Recent incidents at the Tempo Turns One Trinidad event served to crystallize the need to address violence as part of the ONE LOVE pro-social umbrella, which continues to address HIV/AIDS awareness and prevention, music education and disaster relief.
“As a Caribbean entertainment brand, we are disturbed by growing statistics of violence across the Caribbean. We are fortunate to be able to mobilize many of the Caribbean’s brightest stars, in a conversation regarding how to save the future of our greatest natural resource – our youth. We selected the artists involved because of the powerful messages within their music. When Mr. King sings, “Badness Outta Style” in Boderline, he’s not just singing a lyric, “he is speaking to our future” said Frederick Morton, Jr., Senior Vice President & General Manger, Tempo.”
Tempo’s goal is that the ONE LOVE campaign will positively affect and change lives through work in the following areas:
VIOLENCE Awareness & Prevention: Tempo works to encourage the cessation of violence, in partnership with the YMCA in Trinidad and will expand this program throughout the Caribbean.
Creative Arts Education: Tempo is committed to educating our audience about issues that affect them and using the creative arts to both engage young people and to enhance the educational process. Our messaging of music education in the schools, prisons, etc. in partnership with artists and other Caribbean thought leaders will advocate the use of creative arts as a means of addressing and tackling many of the social issues that affect the region.
Disaster Preparedness and Relief: Funds and awareness will be raised throughout the year to prepare for the frequent category 4 and 5 hurricanes that the region often experiences. Tempo will also identify partners and participate in fund-raising drives, benefits and online auctions. Additional new on air, online, wireless, and grassroots initiatives will be rolled out throughout the year, all in the spirit of One Love!”
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Karel,
I have no respect for Tempo! Here’s why - Back in October 2005 when tempo was getting ready to burst on the scene? I went to the Barbados launch and this what I observed and thought - not just as a journalist but as someone who sees marketing opportunities caught or lost…
“First, I want to apologise for my lack of a cameraman to do interviews - this was due to an editorial oversight beyond my control, and I am attempting to investigate this fully! Many thanx for the invitation, I appreciate attending something so potentially monumental for the region, I really do! However - there were some hiccoughs that really jarred with me, so much so - I felt it was important enough to share with you; so no offense nor ingratitude intended…
“While as a journalist I did not have to pay, when I realised the average member of the public had to fork out 75 BD$ and then turn around to pay for food and drink, I thought that that was a bit hard, especially as this was before the regular pay-day for most Bajans - I think a complimentary rum-punch and two wings could’ve been offered or something similar; perhaps ticket stubs could be held for a trip with American Airlines and/or a Razr V3 offered in a raffle? Credit the sponsors all the way!
“The show started late, and while it is infamous about “Caribbean-” or “Bajan Time,” the 22nd was not the night to demonstrate that - Steel Pan, Bajan or Reggae instrumentals should have been rolling as the gates opened until acts came on stage! Also - to make up for the late start, I believe at least two heavy rollers should have been initiating the function and let the ” up and coming” or “has been” fill the middle and conclude with top smash acts…
“I must also admit my shock that a sizable complement of Cable & Wireless staff were on hand to sell mobiles and yet were prevented from doing so at the last minute… If this were Digicel you could not move for booths, and pens, caps, stickers, phone-cards would be pelted everywhere apart from units on special for that nite only! If C&W is a corporate charter sponsor, then I don’t think they were treated fairly ( I have no idea if this was any indication of dissatisfaction, but I could not help but observe how CEO Donald Austin departed very quietly before midnight - yet the night before at the cocktail party, when things appeared more cheerful, he was one of the last to leave)
“Even Dahved Levy thought C&W units were on sale based on his audience patter, was his face red when he realised that was not so!! Perhaps this needs to be reviewed for the other islands, as for a claim that not enough room was available - having worked with the Plantation Tropical Spectacular for many years, I disagree over lack of space, and contend that booths could have been located at three locations by borrowing the Chattel House Boutique as well as corralling one of the Entrance booths that sold tickets for the Food & Drinx; and part of the “L”-shaped bar could have been temporarily usurped for the nite!
“Dahved and Melanie Brancker should have explained a bit better to the audience that as the show was being recorded for tv, and to therefore expect stretches between acts! In fact, this show should have run from six p.m. to finish by midnite at worst, and given the condition of the roads and the clientèle you’re seeking to attract - was the Plantation really the best location? Hilton and Sherbourne are the two top spots for conferences and concerts for a reason! The Plantation is improving constantly over the years but perhaps it was a blessing in disguise that the crowd was not a sell-out, as there was not adequate ventilation to my mind!
“Sorry, I have no wish to mash any corns, but i saw what I saw and felt it could’ve happened differently! But nevertheless, many thanx ever so much for allowing me the chance to see the Caribbean start to rise! Let’s keep it at higher heights, eh?”
Then the man up and get ‘pon his Blackberry and start to cuss me out - “Can’t say I agree with much (or quite frankly any) of what you’ve said here Ian….and while it is easy for you to be critical, it’s not so easy to create something that has the potential of changing lives for Caribbean people. When was the last time you put on six events around the Caribbean? While I appreciate your taking the time to put forth what I’m sure you consider helpful comments, I must tell you that they are actually discouraging and regressive to the mission. But, I will try not to hold it against you, particularly because I just met you. But know that you are speaking out of turn because you are not educated on the facts. So, thank you…but I respectfully disagree. Be well. Frederick
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Sent from my BlackBerry Wireless Handheld “
As Steve Martin used 2 say? Well! Excuuuuuuuse me!!!
I didn’t just criticise, eh? I offered alternative suggestions or solutions…
But then I find much of the Caribbean is that way, if I let you come to my bram, then you must say only sweet things or else my bouncer gonna pelt you the next time!
Luckily, I sent it to the C&W rep here and they felt the man was too thin-skinned and actually agreed with much of what I had to say but they found the same problem when trying to get him to see their way! Me? I hardly watch Tempo it can fly a kite and fall off a pier as far as I-and-I concerned…