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Peter Lloyd named ‘anti-bullying’ Ambassador

Published:Tuesday | September 27, 2016 | 12:00 AMOkoye Henry
Peter Lloyd, during 'Armchair Rebelution' showcase.

Western Bureau:

International recording artiste Peter Lloyd has been installed as the newest ambassador for the Le Antonio's Foundation's End Bullying Globally initiative, which has a mandate to curb school bullying as well as violence among youths.

Lloyd officially joined the campaign at the start of the new school year and has stated that he intends to champion the anti-bullying message at the national level.

According to Antonio McKoy, the chairman of the Montego Bay-based charity foundation, which was founded earlier this year, the singer will join the foundation in its ambitious bid to sensitise communities and schools on the behavioural and psychological impacts that bullying has on the young minds and how combating this issue could benefit all and sundry.

"We salute Peter Lloyd and his team for answering the call and giving of their time, knowledge and effort to the End Bullying Globally campaign," said McKoy. "The artiste is well poised as a positivist and his zeal for impacting the lives of others directly correlates with our mission.




"With him on board, we know the work will be marked by great success and the desired difference will be made," added McKoy.

Peter Lloyd, who is currently doing his first tour of Jamaica promoting his new single Pure Love, noted that the partnership is a perfect marriage in brand quality and mission compatibility.

The programme was launched amid a national study on bullying, which was released in 2015. The study, commissioned by the Child Development Agency, found that 60 to 65 per cent of students have been bullied at some time in their lifetime.

"Our campaign team has visited more than 20 schools across the island to talk about bullying and its effects," said McKoy. "The campaign continues its work with a school tour for this school term, starting in October through to December. Fifty schools is our aim for this leg of the campaign."

The kick-off to the school tour is at the Merlene Ottey High School in Hanover on Tuesday, October 4. Among the invited guest are politician Raymond Pryce, and ambassadors Peter Lloyd and Dr Julian Walters.

Over the summer, the Le Antonio's Foundation held its annual back-to-school treat, where hundreds of schoolbags in addition to stationery school supplies were donated to underprivileged youths in St James.