Spice It Up

When I was posted for the Red Cross in the Caribbean, I quickly realised that music was omnipresent and could be leveraged as a springboard for youth mobilisation and public awareness.

Rather than relying on a traditional communication campaign for natural disaster preparedness and climate change, I set up national song competitions in Grenada and Barbados. I brought together regional and international music producers, institutional and private funders, and secured the support of established artists.

The initiative was a great success, with the participation of hundreds of young people, dozens of media appearances, the broadcast of songs and videos on national radio and television, and the creation of a full album. The initiative was subsequently replicated in many countries.