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Redefining sisterhood

Published:Thursday | March 5, 2015 | 5:59 PM

Sangster's Jamaica Rum Cream celebrated this year's International Women's Day with the launch of their campaign: 'Redefine Sisterhood'. The campaign, which officially started yesterday, encourages women to support and inspire each other as they continue to break down barriers.

Proceeds from the campaign will be donated to Woman Incorporated, a non-profit organisation that specifically deals with issues affecting women.WomanInc was established in 1984. Since its inception, it has launched the Crisis Centre for Women (1985), which offers crisis counselling, referral services, a 24-hour hotline and the crisis shelter (1988) which offers temporary housing to abused women. The services that this laudable organisation continues to provide are extremely important, especially in a society where women are often marginalised.

J. Wray & Nephew Ltd, through its brand Sangster's Jamaica Rum Cream, felt it prudent to give back to such an organisation that helps to advance and empower vulnerable women.

campaign purpose

The company believes that though much progress has been made in the journey towards gender equality, much more can be done. The campaign will be used as a vehicle to highlight the importance of celebrating the accomplishments of women, nurturing sisterhood and redefining what it means to support other women.

Joyce Hewett, gender specialist and former past president and head of public education and legal reform committees at Woman Incorporated, told Flair, "WomanInc welcomes the opportunity to have the partnership with Sangster's Jamaica Rum Cream. It is so important that we recognise the needs of women in Jamaica at this time. We are facing a constant struggle as an organisation that has strived for 30 years to improve the situation of women who are victims of domestic violence and other forms of abuse. For J. Wray & Nephew to recognise and provide the opportunity for us to partner at such an important time of our lives, especially in light of International Women's Day and the 20th year anniversary of the Beijing Platform for Action, is to be commended and is a model to be emulated by other private companies in Jamaica."

Sophia Fairman, marketing manager, fortified wines and liqueurs at J. Wray & Nephew, explains the reason behind the campaign: "As women, we are constantly redefining who we are and what we can become - redefining boundaries, inspiring ourselves and others. We want to reinforce that women are capable of great things, greater things when we support each other. This International Women's Day, Sangster's Jamaica Rum Cream encourages women to redefine what it means to support other women. We want to redefine sisterhood."

showing support

Participants may show their support on Facebook, Twitter, and Instagram by uploading a photo of a woman who is a source of inspiration with the hashtag #SupportOurSisters. Once the photo has been uploaded, participants will need to tag Sangster's Jamaica Rum Cream (@SangstersCream) to officially participate in the campaign. J. Wray & Nephew Ltd will donate J$100 to WomanInc for every qualifying photo that is entered during the promotional period.

Each contestant is limited to entering one photo during the course of the competition. J. Wray & Nephew Ltd will also make this donation for in-store purchases of Sansgter's Jamaica Rum Cream at all 13 branches of Hi-Lo supermarkets and at PriceSmart Jamaica. The promotion period runs from March 8-28, 2015.