Kudos to the JFLAG team for this new PSA. I am pleased with the message of this ad.
My main reservations revolve around the fact that the subjects are light-skinned Jamaicans of presumed affluence, and more directly the fact that Matthew lives in Europe and not Jamaica which therefore makes the fabulous resort atmosphere portrayed in the ad seem staged and certainly alien. As such the message may not resonate as much with the majority of its audience who are of a darker hue and meager means.
Many have said that tolerance is a concept that is unique to the privileged and in light of this the next PSA must certainly include more identifiable characters that the average Jamaican can relate to.
Many have said that tolerance is a concept that is unique to the privileged and in light of this the next PSA must certainly include more identifiable characters that the average Jamaican can relate to.
Much love nonetheless.
Edit: Apparently I'm not as racist and classist and some have accused me of being for noticing the complexion of the subjects of this PSA or perhaps more precisely I am not ALONE in my racism and classism.
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