With Choice Comes Responsibility - Broadcasting Commission Campaign

With Choice Comes Responsibility

The Broadcasting Commission of Jamaica (BCJ) launched its media campaign "Choice Comes With Responsibility" this week delivering messages urging the public to take a more active approach to screening content that is exposed to children and content that is fit for broadcast.

Public Relations Manager, Nicole Morrison, notes that the campaign is a refreshed approach to the previous “Children’s Code for Programming Campaign”. It relates to the three areas of BCJ regulation: radio, television and cable.

Ms Morrison said of the goals of the campaign "The aim of a regulatory authority, such as the Broadcasting Commission, operating in a dynamic and converging media environment, is ultimately self-regulation by licensees. This campaign is to hopefully take us in that direction...Everyone has a role to play and this campaign seeks to identify the role expected of different social groups."

The three radio PSAs and two television PSAs are receiving prime time airplay across stations and according to Ms Morrison, have gained attention and are stimulating comment.

THE CAMPAIGN

Choice Comes With Responsibility

Radio PSA:

• “Radio for Everyone”: This highlights the choice between content fit for airplay and content that should only be for personal consumption

Radio/TV PSAs

• Studio Mix”: This is the scenario of music producer and artiste producing content for airplay
• “Put in the code”: This highlights the importance of protecting the young and vulnerable from harmful content on cable

The series of new PSAs was developed with the expertise of Dunlop Corbin Communications. Video and sound production was done by the Jamaica Information Service (JIS) and the Creative Production and Training Centre (CPTC).