National HIV/STI/TB Programme

Government of Jamaica 

Prevention Programmes – Cultural Vehicles

Magnum Kings & Queens of Dancehall 2009

Magnum Kings and Queens of Dancehall is a popular Jamaican competition transmitted to fans of sexually explicit dancehall music on the nation’s number one television station, Television Jamaica (TVJ). The Magnum Kings and Queens weekly live shows attracted approximately 300 audience members weekly while being broadcasted to approximately 1.3 million viewers.

Sponsorship afforded us entitlements that increase the visibility of our messages through branding of the “Weekendz” venue each week, logo on all print and promotional material, spot placement during the show on TVJ and during repeats on RETV, opportunity to conduct condom demonstrations during the live show at a booth and during the crowd as well as a week dedicated to the contestants performing songs about condom use. The NHP’s latest condom use campaign, pinch, leave an inch and roll (PLR), was placed during this programme. As a result of the repeated PLR message, it was noticeable that participants were reciting the three steps while doing the condom demonstration. These opportunities allowed for repeat interactions, sharpening and improving condom use skills overtime and opportunities for meaningful conversations.


Party Intervention

Jamaican parties exude sexuality through loud, sexually explicit music, suggestive dance moves, abundance of alcohol (all-inclusive parties), ideal opportunity for meeting new sexual partners, dark corners support risky behaviour and they target adolescents and young adults. As a result, the revised party intervention strategy was rolled out during the summer party season of 2009. The National Programme partnered with the “Redstripe Dreams Weekend” which provided access to seven (7) parties over the three day period in Negril from August 6-8, 2009.

Sponsorship afforded us entitlements that increase the visibility of our messages through branding of each venue and messages on all print and promotional material. This move also gave us more bargaining power in deciding where our booths were located at each event as well as how freely team members could interact with patrons. Outreach Officers engaged party goers in risk reduction conversations and condom demonstrations. Disc Jockeys were also more willing to voice out messages throughout the party having recognised us as a sponsor. A total of 10,890 condoms were distributed.