From left, Ward and Chevannes

Sadeke Brooks, Gleaner Writer

Violence is one of the biggest social ills facing Jamaica. However, the Violence Prevention Alliance (VPA) has been working hard to tackle this problem and entertainment is one of their tools they are using.

"We recognise the role of popular culture in peace building activities. VPA does promote cultural expression, music and poetry. It is better for people to turn to creation rather than destruction," says Professor Barry Chevannes who is the chairman for the VPA's steering committee.

The VPA is a non-governmental organisation that was initially the Ministry of Health and Environment's (MOHE) Healthy Lifestyle Project in 2004. It is now separate from the ministry, but is still heavily funded by it.

Chevannes is not the only person in the alliance who sees the importance of entertainment in strengthening the efforts of the organisation, as this belief is shared by Dr Elizabeth Ward, chairperson of the board of directors for VPA.

"We use entertainment because it is a method of communication. Music and culture are powerful," she says.

She adds that "in school, whether in a song or play, you are more likely to remember (what is said). When we teach violence prevention in schools we use culture and music".

Ward noted that some children might not be interested in academics, but they are likely to succeed in the performing arts. Therefore, the performing arts might appeal to them more in the violence prevention initiatives.

While stressing that the media have a crucial role to play in promoting peace, Ward says entertainers are also targeted to spread the VPA's messages. She says VPA tries to educate artistes about violence and Rahanah Khan, who is a volunteer for the VPA and coordinator for the Violence and Injuries Prevention at Healthy Lifestyle Project in the MOHE, says popular culture is important in promoting the messages.

She says the concept of the dancehall invasion is to target the "hard-to-reach" audience, utilising contemporary communication strategies as oppose to the conventional or traditional methods. Khan alluded to an evaluation that showed linkages between dancehall patrons and other promotions or activities done within different settings such as football matches and at the community level. In this way, the messages are reinforced.

"We target a few dancehall and reggae shows and we administer our risk cards that ask people when was the last time they were involved in a fight or the last time they smoked marijuana or drank alcohol," says Khan.

She says they also do spot placements on video boards and try to get promoters, MCs and top artistes to promote violence-prevention messages. Some of the persons who have done so are Tarrus Riley, Queen Ifrica and Ninja Man, who started The Jamaica All For Peace One Umbrella Movement. VPA also brands venues for various dancehall events, where they distribute promotional material like T-shirts, caps and pamphlets. Some of these events are Sting, Unity Splash, East Fest and Genesis.

Milton Tomlinson, chairman for the the Mountain View Community Council (MVCC) and member of the VPA, says the organisation has been pivotal in the Peace Day activities this year. He says they put on Peace Explosion in Duhaney Park and Peace in the East for Prosperity at the Windward Road All-Age School. The entertainers were not forgotten in this effort, as the VPA was co-sponsor for a media and entertainers forum that had participants such as Queen Ifrica, Stampede, Tony Rebel and Cordell Green.

Chevannes also makes note of the Mountain View Cultural Group, which was started by the Peace Management Initiative and MVCC. The group comprises 35 young adults from the seven communities in Mountain View, namely Top Range, Nannyville, Back Bush, Jacques Road, Jarrett Saunders, McGregor Gully and Burger Gully and has united on record.

"It (the cultural group) is an example that I would like to see develop and grow much more. The group was drawn from a range of communities that have been at odds, so it is good for them to come together and put together such a beautiful song," Chevannes says.

Not an easy task

While the efforts to promote peace have been many, the VPA members acknowledge getting rid of violence is not an easy task.

"Mi nuh see anybody that can prevent violence, but they can put things in place that can provide an alternative. So we come together with our partners to tackle social issues," says Tomlinson.

Chevannes says VPA has seen some level of success as they have helped to strengthen the peace movement. He says he is amazed by the sacrifices people have made to participate in the VPA's activities. However, he says he has not seen complete success as violence has not been eliminated or reduced significantly.

Nonetheless, Ward says the VPA has had an impact, but this has been mainly on the youths in society who she believes are easier to train.

"The VPA has the most effect on the younger people. It is a long-term process. There is no magic-wand solution," Ward says.