THURSDAY, JUNE 21: A new TV ad campaign targeted at stamping out bad behaviour was launched on Thursday by National Security Minister Wayne Perinchief.
Under the “Respect” banner, the series of adverts is aimed at boosting courtesy and is aimed specifically at youngsters and sportspeople.
One of the TV spots features first-time TV star Iris Ramsay, 89, who is shown being escorted across a busy road by a teenager.
Mr Perinchief said: “The aim of the campaign is to use local images of real people demonstrating respect. We should remember these fundamental life lessons which make for positive interacting with one another.
“We emphasise in the campaign respect for the community and the environment. It reminds us to respect our seniors and lend a helping hand to each other.”
Another of the ads highlights sportsmanship on the football field, while the third shows a young man helping a young mom with a pram to negotiate a flight of steps.
Mr Perinchief said the launch of the campaign was also timed to coincide with the start of the school summer holidays.
He added: “This promotes positive lifestyle choices and encourages young people to appreciate their country and one another.”
Mr Perinchief said that the campaign – which features Aretha Franklin’s “Respect” as a soundtrack – was part of his broad strategy aimed at combating gang influence and membership.
He added: “If we are aiming at the football community, it will have an effect. A part of our problem is to try and reach the whole spectrum of where our problems lie. This will reach a core group within football – it will resonate with a core group.”
Ms Ramsay, from Southampton, said she had been told she was to star in one of the adverts only a day before filming – but took it in her stride.
She laughed: “That’s what you have to do when you’re a star.”