DJ Chin excels in responsible drinking campaign

DJ Chin numbers among those championing the cause to 'Party Proppa', after winning the competition to create content for J. Wray & Nephew's (JWN) responsible drinking digital media campaign at the open-format training workshop for DJs.

Set to run for eight weeks, the campaign is directed at partygoers and specifically designed to target consumers of alcohol between 18 and 30 years old during the summer months, given that they habitually dominate seasonal parties.

The open-format training workshop, conducted by senior FAME presenter DJ Denvo, served the purpose of creating value in the music industry by mentoring individuals with an interest in playing and producing.

At the end of the workshop, DJs were challenged to develop content in the form of dub samples, etc, to be utilised as part of the messaging.

"For 'Party Proppa', it was a great competition," said DJ Chin, whose given name is Nicholas Bandoo.

He earned $50,000 for his exploits.

"I'm glad that I won, and it's a message for young people out there inside of any party at all. You know that as young people we party a lot, we drink a lot, so the message is this: you must 'Party Proppa' in terms of you pairing your liquor with food, drink water to stay hydrated, and when you're going home, if you don't have a designated driver, you can call a taxi," DJ Chin said.

"We're trying to minimise the road fatalities. As you know, the whole thing in Jamaica; after the party, sometimes you've quite a few accidents here and there, so we're trying to minimise that."

JWN Chairman Clement 'Jimmy' Lawrence said that 'Party Proppa' will be showcased on all of JWN's corporate and brand social media pages, including Facebook and Instagram, given the target group's social media usage patterns.

"It is our hope that this innovative campaign will further our objective of educating Jamaican consumers about the need to interact with all alcohol in a sensible manner. But we are particularly hopeful that this refreshed, vibrant and relatable message will appeal and connect with our younger consumers between the ages of 18 and 30 years old. After all, this is the group that is most likely to be partying during the summer," he added.